Examining the mental image Americans have of Saudi Arabia as a tourist destination

Abstract

This research paper explores the mental image that American tourists hold of Saudi Arabia as a tourist destination amidst the nation’s ambitious Vision 2030 initiative aimed at economic diversification. Historically renowned for its oil reserves and religious significance, Saudi Arabia seeks to position itself as an appealing tourist hub. Understanding American perceptions is crucial due to the United States’ significant outbound tourism market. Through a literature review, the paper delves into framing theory, emphasizing how media portrayal shapes perceptions. Framing salience is discussed, highlighting the dominant frames influencing Americans’ views of Saudi Arabia. The paper scrutinizes existing perceptions of Saudi Arabia, depicting it as a land of contrasts with rich historical and cultural offerings but also facing challenges such as security. Overall, the research aims to inform targeted marketing strategies and initiatives to bridge perception gaps, attract American tourists, and contribute to Saudi Arabia’s tourism goals.