Integrating Saudi Cultural Identity into Boutique Hotel Guest Experiences in Alignment with Vision 2030: Towards Innovation and Differentiation

Abstract

Saudi Arabia’s Vision 2030 has placed a strong emphasis on cultural identity as a primary element of tourism strategy. As such, cultural hospitality is reconceptualized as a vehicle for national identity, cultural diplomacy, and tourism product differentiation. In this regard, boutique hotels are specifically designed to offer a culturally rich and personalized guest experience. However, despite this strategy, literature on hospitality and tourism in Saudi Arabia is limited and often focuses on niche areas such as architectural heritage or service quality, overlooking the integration of cultural identity into the holistic guest experience.

This study addresses this gap by exploring how Saudi cultural identity can be systematically integrated into boutique hotel guest experiences to enhance authenticity, innovation, and differentiation. Using a qualitative multiple-case study design, the research analyzes online guest reviews of boutique and heritage hotels across key Saudi destinations, including Riyadh, Jeddah, and AlUla. The study employs inductive thematic analysis to identify patterns related to cultural design, service interactions, culinary experiences, and the balance between modern luxury and traditional elements.

Findings reveal that deeply embedded cultural elements significantly enhance guest satisfaction and create meaningful, memorable experiences. Guests particularly value authentic spatial design, culturally informed service interactions, and traditional culinary offerings. However, gaps remain in staff cultural competence and the depth of storytelling, leading to occasional inconsistencies in the overall guest experience.

The study proposes a Cultural Cohesion-Integration Framework (CCIF), offering a structured approach for embedding cultural identity across strategic, operational, and experiential dimensions. This framework provides practical guidance for boutique hotel managers and policymakers, supporting the alignment of cultural preservation with innovation and tourism development under Vision 2030.