The 13th Annual Postgraduate Research Conference, hosted by the Doctoral College.

Faisal Alsubaie (PhD, BUBS) with this poster entitled: The effect of cultural tightness-looseness on tourism destination choice for Western Europeans: Evidence from Saudi Arabia.

Click the poster below to enlarge.

This study addresses the question “How do the changes in cultural tightness–looseness (CTL) influence the perceptions of Western European tourists and their willingness to visit Saudi Arabia (SA)”? To answer this research question, the study adopts a research design of two phases sequential mixed method; (1) first phase employs a quantitative survey to measurement the tourists’ perceptions of the recent changes in cultural tightness (i.e., the strength of cultural norms and tolerance for deviant behaviour) and their impacts on their intention to visit SA. (2) the second phase employs a qualitative semi-structured interviews to get an in-depth explanation of the findings of the first phase of the study. This study contributes to the literature by developing a framework using CTL theory to investigate the effects of CTL on tourism destination choice in a Saudi context which has not been examined before.

You can view the full poster exhibition and pre-recorded presentations on the conference webpage.

If this research has inspired you and you’d like to explore applying for a research degree please visit the postgraduate research web pages or contact the Doctoral College dedicated admissions team.