The Role of Sports and Tourism in Improving Saudi Arabia's Image: The Formula 1 Grand Prix as an Example | ||
| مجلة إتحاد الجامعات العربية لبحوث الإعلام و تکنولوجيا الإتصال | ||
| Article 7, Volume 2024, Issue 13, July 2024, Pages 1-20 PDF (491.76 K) | ||
| Document Type: المقالة الأصلية | ||
| DOI: 10.21608/jcts.2025.402477 | ||
| Author | ||
| Ali Hussain Alawi | ||
| * Assistant Professor of Public Relations, King Abdulaziz University, Jeddah, Saudi Arabia | ||
| Abstract | ||
| Saudi Arabia has recently diverted its focus to sports tourism. It aims to grow its sports sector, currently contributing to a small percentage of its Gross Domestic Product) GDP (. Saudi is concentrating on appealing to sports tourists by hosting major sports events and employing major sports figures in their local leagues. This research investigates sports tourism's current state and its role in improving Saudi Arabia's image, particularly in the Formula 1 Grand Prix. The potential benefits and implications of sports tourism on the country’s image are featured. It assesses the impact of hosting important sports events on Saudi’s public relations and tourism industry. By connecting the findings to theoretical frameworks, this research highlights the transformative potential of mega-events in shaping destination image and promoting tourism-led development. The Grand Prix serves as a powerful marketing platform, showcasing the host city’s culture and infrastructure to a global audience. These results reinforce the applicability of Destination Image Theory, emphasizing how the cognitive and affective components of a destination’s image influence tourist behavior and perceptions. Moreover, the study provides actionable insights for policymakers and event organizers, advocating for strategies that maximize economic benefits while addressing sustainability and equity concerns. Ultimately, the research underscores the Grand Prix’s role as a catalyst for economic and cultural growth, contributing to the broader understanding of sports tourism’s impact on destination development. The research utilizes a quantitative analysis, illuminating the importance of sports on Saudi tourism and its reputation. It also provides strategies for effective public relations in organizing and managing such events. | ||
| Keywords | ||
| Sports Tourism; Formula 1 Grand Prix; Public Relations | ||
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