Airport Customs Procedures and Tourism Branding In Saudi Arabia: An Empirical Study

Abstract

Tourism is a significant driver for economic growth and diversification, and Saudi Arabia has prioritised its advancement under Vision 2030. The Kingdom seeks to elevate the tourist sector's GDP contribution to 10% by 2030, bolstered by investment, worldwide marketing, and infrastructure development. Airports serve a pivotal function in this change as entry points for international travellers, where customs processes influence initial impressions, contentment, and opinions of the Saudi brand. This study analyses the influence of customs processes at Saudi airports on tourism marketing and the national brand image. The objectives are to : (1) assess the impact of customs on tourist satisfaction, (2) examine their contribution to the development of the Saudi brand, and (3) determine strategies for aligning customs practices with national tourism objectives. A quantitative, descriptive, and analytical methodology was utilised, implementing a cross-sectional survey administered to 151 international tourists in Saudi airports. Data were examined utilising descriptive statistics and regression analysis to evaluate the correlations among customs procedures, tourist satisfaction, and brand image. Research indicates that customs procedures substantially influence tourist satisfaction and brand perception. Flexibility, efficiency, and professionalism were significantly associated with positive perceptions, enthusiasm to explore the nation, and intentions for return trips. The regression analysis indicated that customs services accounted for a significant amount of the variance in brand image, underscoring their strategic importance in destination marketing. The research suggests that efficient and culturally attuned customs procedures improve the visitor experience and the competitiveness of Saudi Arabia's tourism industry. Recommendations encompass personnel training, streamlining entry procedures, and incorporating customs into national branding efforts to guarantee sustainable development.