CULTURAL TOURISM AS AN ECONOMIC DIVERSIFICATION TOOL IN SAUDI ARABIA: STAKEHOLDER PRESPECTIVE ON VISION 2030’S FEASIBILITY AND CHALLENGE

Abstract

This dissertation evaluates stakeholder perceptions of cultural tourism as an economic diversification tool under Saudi Arabia's Vision 2030. The study assesses the sector's perceived economic potential and identifies the most critical barriers to its successful implementation. A quantitative-dominant mixed-methods approach was employed, using a structured online survey of 100 key stakeholders. Data was analyzed using descriptive statistics and thematic analysis. Findings reveal a strong consensus that cultural heritage is an underutilized asset (Mean = 3.73). A critical nuance emerged on barriers: 'Accessibility and Infrastructure' was ranked the most urgent challenge (30%), while 'Human Capital and Training' was the dominant long-term strategic theme. The data also exposes a significant "implementation gap" in community engagement: while stakeholders strongly support involvement (Mean = 4.06), 67% perceive communities are not currently involved. The study concludes that while stakeholders support Vision 2030, its success is contingent on resolving these tensions. A two-stage policy approach is recommended: an immediate focus on the urgent infrastructure deficit, followed by sustained investment in the significant human capital gap. Success ultimately depends on aligning the national Vision with local stakeholder insights and participation.