Can System Thinking Deliver Better Project Outcomes in Tourism in Saudi Arabia?

Abstract

As Saudi Arabia seeks to diversify its economy and enhance its global recognition through the ambitious Vision 2030 initiative, the role of the tourism sector has taken center stage. This dissertation explores the potential of systems thinking approach to improve tourism project outcomes in Saudi Arabia. The study adapts a mixed method approach and unfolds in multiple stages. Beginning with the identification of opportunities and challenges using the PESTLE framework. This framework assesses the political, economic, sociocultural, technological, legal, and environmental factors affecting Saudi Arabia's tourism industry. Furthermore, by conducting a survey, a comprehensive Causal Loop Diagram is constructed, revealing 11 feedback loops that influence the Saudi tourism sector. These loops encompass factors ranging from women's empowerment to government support, cultural awareness, technology adoption, high costs, and lack of infrastructure. Scenario planning is also conducted in the study, resulting in the creation of three potential scenarios: High Costs, Infrastructure Revolution, and Skilled Workforce Transformation. These scenarios are rooted in key uncertainties and assumptions, providing insight into the potential future of Saudi Arabia's tourism industry. The study contributes to a holistic understanding of the factors influencing tourism sector growth and development. It demonstrates the value of systems thinking in enhancing project outcomes within Saudi Arabia's tourism sector. Additionally, the insights derived from the analysis empower decision-makers and policymakers with a comprehensive understanding, enabling more informed strategic planning and resource allocation.