Virtual Reality, Augmented Reality and Social Media... Is technology the gateway for destination tourism

  • McLean, Graeme (Principal Investigator)
  • Alyahya, Mansour (Co-investigator)

Project: Research

Project Details


Behind the United Arab Emirates, Saudi Arabia is the second largest tourist destination in the middle east with over 16 million people visiting in 2017. However, most of these visits involve religious pilgrimages. Given Saudi Arabia's 2030 strategy, there is enormous growth for tourism in the country, particularly given the relaxed rules over tourist visas. According to the World Travel and Tourism Council (WTTC), tourism in Saudi Arabia added 9% to the kingdom's total economy and is worth $63 billion.

This project aims to understand the role of advanced technologies such as Virtual Reality and Augmented Reality in stimulating traveler interest in visiting Saudi Arabia. Additionally, the project aims to uncover the role that AR may play within social media to encourage travelers to share content and experiences.

Funding awarded by Saudi Arabian Ministry of Tourism R'aed Track for £9,900 in cooperation with colleagues at Kind Faisal University. Grant number:207004
Effective start/end date1/12/1931/05/22

UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This project contributes towards the following SDG(s):

  • SDG 8 - Decent Work and Economic Growth


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