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-2
.

:
Stefanklein and Beat Schmid information and (1)
Communication Technolog in Tourism (New
yourkkSpringer-verlag/wien-1996) page10
Information technology and Tourism: achallenging-1
Relation ship. By H. wethner and 2 Information and
communication Technologies in tourism. 1998 by D.
buhalis and 3- Information and communication
Technologies in Tourism. By W. Schertler atal
World Tourism organization (1994) National and
regional Tourism planing: Methodologies and case
.study. London B43

78

There is no doubt that tourism is a major national

tributary of any modern state. Not only the economic
axis is the goal, but many other hubs can benefit too
from tourism, such as enhancing awareness, increasing
local knowledge, creating jobs, Etc. these benefits are
also products of tourism in a state, and are
immediately involved in the importance of that
.economic hub
79

Civilized nations set a priority for domestic tourists

before international ones during the planning of
tourism strategies. One reason for this is that citizens
ultimately are the states biggest resource which all
government sectors exist to serve and provide for.
Another reason is that national tourist has the ability of
maintaining national economic wealth by keeping
economy running internally instead of exporting them
outside which might not have the same economic
.benefits
When someone take a quick glimpse on the conditions
of developed countries compared to developing ones
on the subject of domestic tourism, they will notice the
significant gap between the two parties; developed
states have made domestic tourism an important pillar
in their development plans and mobilized all their
resources for its success. So that tourism becomes an
integral part of the culture of that state in all segments
of society from ordinary citizens to the highest
ranking ministerial position in that state. And for all
that to happen, there must be a powerful element that
is influential and strong. That element is media, which
can ensure the success of these strategies and plans
.for tourism
In developing countries, however, including Middle
Eastern, they differ in the application of the concept of
domestic tourism. Some countries attached great
importance to tourism of foreign tourists and neglected
domestic tourism while others neglected tourism in all
forms due to shortage in resources, or because of
.unrest or wars in that country
Few developing countries have gone quite a bit in the
improvement of the level of domestic tourism by taking
of the experiences of developed countries in this area.
The Kingdom of Saudi Arabia is one of those countries
that had achieved positive and encouraging numbers
80

in the area of domestic tourism in the last few years.

This result goes back to the awareness of the
importance of domestic tourism in the country. The
government portrayed that awakening by establishing
the Saudi Commission for Tourism & Antiquities
(SCTA), which in part heavily relies on media to spread
.the culture of domestic tourism
Through a quick peek to some of the Saudi Commission
for Tourism & antiquities (SCTA) statistics from 2002 to
2009(the report of the Supreme Commission for
Tourism for the constituent), we find that domestic
tourism has grown steadily over the years covered by
these stats. Tourism information and media, however,
didnt reach the level of the government ambitions and
still needs more development and researches to raise
domestic tourism to expected levels, despite that the
Saudi government spends lots of money to promote
tourism in the current times. (Information and Media:
Research and Studies in the Saudi Media
(Abdulrahman Shubaily
:The Importance of Research
This research deals with the Saudi media and tourism
in Saudi Arabia as influential central elements in an
equation where results could be positive or negative
depending on the type of interaction between these
two elements. The relationship between tourism and
media is a positive one; the more interaction between
the media and tourism, the better the result at all
.levels
This research is important to the success of that
equation, and is directed to the researchers in the
tourism information in Saudi Arabia. It provides
research studies and statistics that will benefit
research and scientific centers related to the
development of tourism industry in Saudi Arabia and
81

the media institutions that play an essential role in

.tourism
:Terms

The research is dealing with two significant concepts:

media and tourism. Many explanations and definitions
of these two concepts have been issued locally and
globally. However, what we will discuss is what Saudi
:editions have written about it
:Saudi Media
What is reported by the book (The Journey of Saudi
Media- 1419 AH/ 1999 CE) issued by the Ministry of
Media and many authors participated in writing it. the
book deals with concepts of Saudi media such as:
policies and Saudi media systems have shaped the
personality of the Saudi media, which relies on the
teachings of Islam. Also, the general policies that the
Saudi government had set along with the media
systems issued by the relevant authorities have played
a prominent role in shaping the institutions of the
Saudi media both private and governmental. It also
clarified their characteristics both in terms of
orientation and objectives and in terms of organizing,
.rationing performance methods, broadcast and lay out
:Domestic Tourism
It is a tourism that is performed by the countrys
citizens to its different tourist cities that has tourist
attractions, which means that domestic tourism is to be
.within a state not out of its borders
But this concept (the concept of domestic tourism) is
different between countries. For example, as for US
and Canada, the definition of domestic tourism is
based on how far a traveler goes. If the distance is 100
km or more, it is considered domestic tourism. In
Bulgaria and Germany, however, a domestic tourist is
82

someone who spends 5 days or more away from home

while in Britain a domestic tourist is someone who
spends 4 days or more away from home for non.business purposes
:Research Problems

Domestic tourism in Saudi Arabia still has a long way to

go into becoming integrated tourist state in its
comprehensive concept. The vast majority of citizens
prefer foreign tourism due to several factors, such as
the power of alluring western media, which is based on
careful studies and researches to allure people with
lots of promotions and media. By contrast, in Saudi
Arabia, we can see the weakness in the level of tourism
information which should be competing against foreign
tourism. Also, there is a lack in media studies and
researches on how to increase the efficiency of media
.to fully serve the domestic tourism in the country
The problem can be summarized in the following
:points
1- Lack of scientific research relating to the media
and its impact on domestic tourism in Saudi
Arabia.
2- Very low turnout for domestic tourism in Saudi
Arabia (although growth rates had risen in the last
few years, but it still didnt meet expectations) as
a result of the limited means and the weaknesses
of the local media. Contrast to the powerful
presence of the western media.
3- Lack of comprehensiveness of media means that
should be used in promoting domestic tourism,
limited media means are being used, and the
83

partial use of the widespread modern media and

technologies in domestic tourism.
4- The parties sponsoring and supporting tourism
media are weak and not efficient.
5- The absence of the local tourism culture to the
local citizen who lives in tourist areas, which have
an immense influence in promoting tourism.

:Research Objectives

1- The current research aims to clarify the

importance of tourism media and its influential
role in domestic tourism.
2- To detect vulnerabilities in the touristic media in
Saudi Arabia and how to increase its efficiency.
3- Develop
carefully
studied
suggestions
of
promoting domestic tourism via modern media
and how to apply them.
4- To inform media and tourism experts to the results
of questionnaires and statistics that will be
covered in this research, which will give them the
chance to improve on their different programs.

:Research Obstacles

1- Lack of research and specialized studies on the

subject of touristic media and its impact on the
domestic tourism in Saudi Arabia.
84

2- Difficulties
in
the
distributions
of
the
questionnaires to various areas in Saudi Arabia
due the large ground of its territory.

:Research Methodology

This research is of two main axes: the first is

theoretical based on proving studies and existing
research while the second axis is on the field from
working two questionnaires one for the local tourist
and the second is for the SCTA because it is the official
agency responsible of tourism in the country. Both
questionnaires will be designed to achieve the goals
and objectives of the research and answer the most
fundamental questions that would raise the level of
domestic tourism and address some deficiencies in the
.media issue
:Frontiers of Research

1- Timeframe for research:

The timeframe of the research is when to start
distributing the questionnaires, which is expected
to be in the summer of 2010. This time of year fits
really well to make communications and direct
.distribution
2- Physical frontiers:
Distribution of the questionnaires will be over
several regions in Saudi Arabia but would not
include all regions due to the big size of the
country. It will cover the main important areas
and large provinces and densely populated.
Modern communication technologies will be
used to communicate with whoever is
85

interested in doing the questionnaires.

Distribution will be in one of these means:
a- Distribution via the internet.
b- Paper hard copies.
c- Interviews.
3- Human Frontier:
- Academic researchers and university professors,
who will be relied on to compile this kind of
study.
- Academic research institutions, especially the
ones interested in media and may want to
activate this type of activity.
(MAS) is one of these academic institutions
that was established by the Saudi
government to extend help to researchers
in any field of knowledge.
- Officials and managers in the tourism and media
sectors, along with people working within tourist
establishments to use their help in the
preparation of this research.
- The average citizen: those interested in tourism
industry in general.

:References

The report of the Supreme Commission for

Tourism for the constituent (2002) by the
86

Saudi Commission for Tourism & Antiquities

(SCTA).
Media & Figures: research and studies in the
Saudi media, by Abdulrahman Alshubaily
Tourism; bases and concepts: study on Asir
Province in Saudi Arabia, by Mohammed
Alqahtani.
Journey of the Saudi Media, by Ministry of
Media, Riyadh 1419 AH.
Honest Vision towards the Saudi Media
Currently and in the Future, by Mohammed AlMukhlef. 1422 AH.
Tourist sites in Saudi Arabia, by Abdulmuhsen
Al Suwailem. 1423 AH.
Al Oqair and its Historic and Tourist Role, by
Sa`ad Al Najem. 2007

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