The present study explores the level of Promotion Policies and Programs in Al-Kharj Governorate in the views of stakeholders concerned with tourism sector. Further, appropriateness and components of promotional mix in promoting tourism are also investigated. The study also aims at designing appropriate strategies in promoting tourism activities in Al-Kharj. The study collects and utilizes the primary data through a well-structured questionnaire by systematic random sampling. After testing the reliability of questionnaire and instruments, analytical descriptive method and regression analyses are carried out. We find that Promotional Policies and Programs are not up to mark in Al-Kharj Governorate to satisfy the stakeholders in tourism sector. The promotional mix with its components are also found unsatisfactory in terms of advertising, personal selling, public relations and sales promotion. Further all instruments of promotion mix are proved positive contributors in tourism promotion policy and HRM obstacles and customer services obstacles are found negative contributors. The present study proposes Al-Kharj Governorate to revise strategies of tourism promotion by finding appropriate solutions to achieve the expected satisfaction level of tourists and other stakeholders.
Al-Kharj is an ancient city with full of charm of tourist activities but it is lacking in developing the clear cut tourist promotional mix to attract potential tourists and to promote tourism in that governorate. Further, there is no specific and clear strategies for tourism activities and to promote the tourism facilities. Further, government is not aware of the importance of the tourism sector and importance of promotional mix to achieve the tourists’ satisfaction and to enhance tourism in this city. Al-Kharj is one of the governorates that supports the Saudi economy with all of its agricultural, industrial, commercial and human resources. But the tourism sector does not catch much attention that can be utilized at its best level to get diversification in oil-dependent Saudi Economy. As more than 50% of national income and more than 90% of Kingdom’s total exports are depending directly and indirectly on the oil-sector. This phenomenon along with a heavy fluctuation in oil prices, that has been recently hit the oil market, has created an urgent need to search for alternative resources to achieve diversification in economy particularly through tourism promotion. These changes, that are happening at national level, require the mechanisms and strategies for activating the tourism activities in line with national directions towards activating the role of tourism sector at the national level potentially including Al-Kharj governorate. There are already some government’s directions to activate the role of tourism sector in the national economy at general but the promotional efforts has not kept pace in Al-Kharj with these directions in particular. Therefore, there is a dire need to investigate this issue at level of this city.
محتويات مواقع أعضاء هيئة التدريس بما فيها من نصوص وملفات وصور وأبحاث وأية مواد أخرى هي مسئولية عضو هيئة التدريس بالكامل بصفته صاحب الموقع وبما له من صلاحية مطلقة في الإضافة والحذف، وتخلي الجامعة مسئوليتها عن محتويات تلك المواقع.
جميع الحقوق محفوظة © عمادة تقنية المعلومات والتعليم عن بعد 2018م ــ 1440هـ.