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THE IMPACT OF A CITY’S CULTURAL IDENTITY COMMUNICATION STRATEGY ON THE CITY’S TOURISM INDUSTRY:
Alshaikh, Wasan
Alshaikh, Wasan
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Abstract
The research paper investigates the connection between cultural identity communication strategies and tourism in Jeddah, Saudi Arabia. Which highlights the city’s cultural heritage and its potential influence on tourism. The study evaluates residents’ perception of the city’s cultural identity and how effective current marketing activities are by collecting data through a comprehensive questionnaire from Jeddah’s residents.
The results indicate that a substantial number of respondents recognise the significance of the city’s cultural heritage, while some of them are uncertain about the effectiveness of current marketing communication activities. However, when residents are asked about encountering marketing materials promoting the city’s cultural heritage, a huge percentage of them reported that only occasionally. Moreover, the research emphasises the importance of
engaging cities’ stakeholders, especially residents, in improving tourism. The study provides valuable insights for developing Jeddah’s tourism attraction by leveraging the city’s precious cultural heritage, although it addresses challenges associated with marketing activities effectiveness and cultural commodification