Document Type



Master of Science (MS)


Hospitality Management

First Advisor's Name

Jinlin Zhao

First Advisor's Committee Title

Committee Chair

Second Advisor's Name

Miranda Kitterlin

Second Advisor's Committee Title

Co-Committee Chair

Third Advisor's Name

Nancy Scanlon

Third Advisor's Committee Title

Committee Member


hospitality administration and management, marketing, tourism and travel

Date of Defense



A decade ago, the Kingdom of Saudi Arabia (KSA) was not perceived to be a popular tourism destination except for religious purposes, the government of KSA has been proactive in recent years building new destinations, changing longstanding policies, focusing on tourism and hospitality education, and renovating its image to attract domestic and international tourists. Tourism contributed to almost 9% of the Kingdom’s GDP in 2018, around 65 billion dollars (WTTC, 2019). The purpose of this paper is to understand the sentiment that tourists have regarding the new tourism campaigns in KSA, to have transparent feedback about the experiences and services mostly adopted by tourists, and to study the feasibility of KSA Vision 2030 regarding the tourism sector. This study will perform an open data analysis by extracting and analyzing data from a well-known online source (Twitter). Results will highlight the utilization of online data tools to measure tourism trends.




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