"SAUDI ARABIAN TOURISM INDUSTRY: STUDY ON TOURISM CONSUMER BEHAVIOR AND COUNTERMEASURES BASED ON BIG DATA"
Purpose: The purpose of this research is to explore the tourism consumer behavior in Saudi Arabia and to identify potential countermeasures to enhance the tourism industry based on big data analysis. Research Methodology & Approaches: The research methodology adopted in this study is quantitative in nature, utilizing survey questionnaires to gather data from 500 tourists who visited Saudi Arabia. The data collected were analyzed using statistical techniques such as descriptive statistics, correlation analysis, and regression analysis. Findings & Discussion: The findings of this study revealed that the top factors influencing tourism consumer behavior in Saudi Arabia are safety and security, cultural attractions, and hospitality services. Moreover, big data analytics were used to identify potential countermeasures to improve the tourism industry in Saudi Arabia, including enhancing tourism infrastructure, developing digital marketing strategies, and providing personalized experiences to tourists. The discussion of the findings highlighted the importance of incorporating big data analytics in tourism research and policymaking to enhance the tourism industry's performance. Practical Implications: The practical implications of this study are significant for policymakers, tourism stakeholders, and researchers in the tourism industry. The findings provide insights into the factors influencing tourism consumer behavior and potential countermeasures to enhance the tourism industry based on big data analytics. Specifically, the study recommends that policymakers and tourism stakeholders focus on improving safety and security measures, promoting cultural attractions, and enhancing hospitality services to attract more tourists to Saudi Arabia.
Saudi Arabian Tourism Industry, Tourism Consumer Behavior, Big Data Analytics, Countermeasures, Digital Marketing, Personalized Experiences