Exploring the Influence of AI on Tourism Development Strategies in Saudi Arabia
DOI:
https://doi.org/10.59992/IJSR.2024.v3n7p13Keywords:
AI, Tourism Development, Strategies, Saudi Arabia, Vision 2030Abstract
This paper aims to explore the Influence of AI on Tourism Development Strategies in Saudi Arabia. This paper employed quantitative research methodology and utilized the survey method to collect data. The survey instrument is designed to address research objectives and questions. The collected survey data was analyzed using (SPSS) software. The target population for this study comprises all employees and managers in the Saudi tourism sector. Since it is not feasible to survey the entire population, a representative sample of 80 participants was selected using a random sampling technique.
The study revealed a significant gap in AI adoption and expertise in Saudi Arabia's tourism sector, with 40% of participants reporting low AI experience. However, there is strong recognition of AI's potential benefits, with 51.2% believing AI will give Saudi Arabia a competitive advantage in tourism. 48.8% agree AI will contribute significantly to Saudi Vision 2030 goals. Furthermore, a Pearson Chi-Square of (0.007) which is less that (alpha=0.05) indicates that there is a significant influence of AI on Tourism Development Strategies in Saudi Arabia.
In conclusion, this research recommends that Saudi Arabia's tourism sector should adopt a proactive and strategic approach to AI integration. The Ministry of Tourism, in collaboration with key stakeholders, should develop a comprehensive AI roadmap specifically tailored for the tourism industry. This roadmap should prioritize the establishment of AI-focused training programs to upskill the existing workforce and prepare future professionals.
References
Alahmadi, A., Butler, G., & Szili, G. (2022). Tourism development at the Al-Hijr Archaeological Site, Saudi Arabia: SME sentiments and emerging concerns. Journal of Heritage Tourism, 17 (5), 533–547. https://doi.org/10.1080/1743873X.2022.2078214.
Al-sakkaf, M. A., Mohaidin, Z., Murshid, M. A., Basendwah, M., & Amarneh, S. (2023). A Mediated Moderation Model of Destination Social Responsibility and Residents’ Support for Tourism Development in Saudi Arabia. Global Business Review, 2 (1). https://doi.org/10.1177/09721509231195994.
Alshammari, B., South, R. B., & Raleigh, K. (2023). Saudi Arabia outbound tourism: an analysis of trends and destinations. Journal of Policy Research in Tourism, Leisure and Events, 1–23. https://doi.org/10.1080/19407963.2023.2243960.
Secin, E., O’Connor, P., & Buhalis, D. (2023). Artificial intelligence’s impact on hospitality and tourism marketing: exploring key themes and addressing challenges. Current Issues in Tourism, 27(14), 2345–2362. https://doi.org/10.1080/13683500.2023.2229480.
Christensen, J., Hansen, J. M., & Wilson, P. (2024). Understanding the role and impact of Generative Artificial Intelligence (AI) hallucination within consumers’ tourism decision-making processes. Current Issues in Tourism, 1–16. https://doi.org/10.1080/13683500.2023.2300032.
Christou, P. A. (2024). Artificial intelligence overdependence in tourism. Current Issues in Tourism, 1–4. https://doi.org/10.1080/13683500.2024.2369192.
Aranda, R. (2022). Artificial intelligence methods to support the research of destination image in tourism. A systematic review. Journal of Experimental & Theoretical Artificial Intelligence, 1–31. https://doi.org/10.1080/0952813X.2022.2153276.
Khizindar, T. M. (2012). Effects of Tourism on Residents’ Quality of Life in Saudi Arabia: An Empirical Study. Journal of Hospitality Marketing & Management, 21(6), 617–637. https://doi.org/10.1080/19368623.2012.627226.
Gursoy, D. (2021). A look back and a leap forward: a review and synthesis of big data and artificial intelligence literature in hospitality and tourism. Journal of Hospitality Marketing & Management, 31(2), 145–175. https://doi.org/10.1080/19368623.2021.1937434.
Manzoor, S. R., Ullah, R., Khattak, A., Ullah, M., & Han, H. (2024). Exploring tourist perceptions of artificial intelligence devices in the hotel industry: impact of industry 4.0. Journal of Travel & Tourism Marketing, 41(2), 272–291. https://doi.org/10.1080/10548408.2024.2310169.
Mumuni, A. G., & Mansour, M. (2014). Activity-based segmentation of the outbound leisure tourism market of Saudi Arabia. Journal of Vacation Marketing, 20(3), 239-252. https://doi.org/10.1177/1356766714522258.
Nannelli, M., Capone, F., & Lazzeretti, L. (2023). Artificial intelligence in hospitality and tourism. State of the art and future research avenues. European Planning Studies, 31(7), 1325–1344. https://doi.org/10.1080/09654313.2023.2180321.
Rimmawi, H. S., & Ibrahim, A. A. (2009). Culture and Tourism in Saudi Arabia. Journal of Cultural Geography, 12(2), 93–98. https://doi.org/10.1080/08873639209478412.
Saydam, M. B., Arici, H. E., & Koseoglu, M. A. (2022). How does the tourism and hospitality industry use artificial intelligence? A review of empirical studies and future research agenda. Journal of Hospitality Marketing & Management, 31(8), 908–936. https://doi.org/10.1080/19368623.2022.2118923.
Skavronskaya, L., Hadinejad, A. (Hana), & Cotterell, D. (2023). Reversing the threat of artificial intelligence to opportunity: a discussion of ChatGPT in tourism education. Journal of Teaching in Travel & Tourism, 23(2), 253–258. https://doi.org/10.1080/15313220.2023.2196658.
Wided, R. (2022). Achieving sustainable tourism with dynamic capabilities and resilience factors: A post disaster perspective case of the tourism industry in Saudi Arabia. Cogent Social Sciences, 8(1). https://doi.org/10.1080/23311886.2022.2060539.
Yehia, E. F., Alzahrani, H. J. M., Reid, D. M., & Ali, M. A. (2022). Tourism, national identity, and the images on postage stamps: the case of Saudi Arabia. Journal of Tourism History, 14 (1), 70–102. https://doi.org/10.1080/1755182X.2022.2092221.
