SMART TOURISM IN SAUDI ARABIA: EXPLORING THE INTEGRATION OF AI IN CULTURAL HERITAGE DESTINATIONS

Abstract

In line with Saudi Arabia’s Vision 2030, the tourism sector is undergoing rapid transformation, with smart tourism emerging as a key pillar of innovation and development. This study investigates the integration of Artificial Intelligence (AI) technologies in cultural heritage tourism, with a focus on three significant heritage destinations: Al-Ula, Diriyah, and Historic Jeddah. While innovative tourism technologies such as AI-powered recommendation systems, augmented reality (AR), and sentiment analysis have the potential to enhance tourist experiences, increase visitor satisfaction, and support heritage preservation, their adoption within Saudi Arabia’s heritage sector remains underexplored. This research aims to assess international tourists’ perceptions of AI usefulness, satisfaction, and trust, and to examine their behavioural intentions and willingness to pay for AI-enhanced services. A quantitative survey method was employed, with a sample of 306 international tourists who interacted with AI services at the selected heritage sites. Data were analysed using frequency distribution, descriptive statistics, reliability analysis, ANOVA, and correlation tests. The findings are expected to provide empirical insights into the effectiveness of AI technologies in enhancing cultural tourism experiences while preserving authenticity. The study offers practical implications for tourism authorities, technology developers, and policymakers on how to strengthen innovative heritage tourism strategies in Saudi Arabia.