Non-Muslim UK Residents' Perception of Saudi Arabia as a Tourist Destination.

Abstract

This research study aims to investigate the perception of Saudi Arabia as a safe destination for non-Muslim UK residents and the influence of social media on a tourist destination's reputation. Additionally, the research explores how tourists' perceptions of safety and security change after visiting Saudi Arabia. The study hypothesizes that cultural and religious awareness do not significantly affect the perception of Saudi Arabia's safety for non-Muslim tourists. It also suggests that although tourists may perceive Saudi Arabia as safe, this perception may not be significantly impacted by the destination's safety and security measures. Furthermore, the research aims to determine whether gender-related social concerns have an effect on Saudi Arabia's reputation as a tourism destination. Lastly, the study explores whether past experiences of visiting Saudi Arabia lead to more positive perceptions, potentially indicating that the actual experiences in the country might differ from what is portrayed in the media. By examining these hypotheses, the research aims to provide valuable insights into the perceptions and experiences of non-Muslim UK residents as tourists in Saudi Arabia and the factors that influence their perceptions of safety and security. The number of international tourist arrivals keep increasing, the tourism industry has become a top foreign earner in both developed and developing nations. Based upon this development, Crown Prince Mohammad bin Salman is making moves to attract visitors By KSA’s rich cultural heritage, awesomely landscapes, and modern attractions by softening some of the infamous and strict rules and implementing the KSA Vision 2030 plans to transform the country’s image as a safe and secure tourist destination to all over the world.

A quantitative research methodology is used. Data is collected thorough an online questioner different hypothesis are drawn to find and report the results of research questions. On the basis of these results it is found that there is huge scope for further diversified researches and number of recommendations are possible as reported. Some policies and strategies discussed in recommendations that contribute to non-Muslim tourists' safety concerns, including strict Islamic laws, dress codes and the conservative social environment, implementation of user-friendly social media platforms to target tourist, collaboration between the Saudi Arabian government and travel agencies, fostering an open and inclusive environment that encourages dialogue and cultural exchange between local residents and non-Muslim tourists. By adopting this comprehensive approaches, Saudi Arabia can enhance its reputation as a welcoming and secure destination for visitors of all backgrounds. This research contributes valuable insights for policymakers, tourism stakeholders, and traveller’s interest in promoting safe and enriching experiences for non-Muslim tourists in the KSA. Key words: Saudi Arabia, destination safety, social media, non-Muslim tourists, UK residents