New Paper on Heritage Tourism in Hegra (Saudi Arabia)

Tourism Development through the Sense of UNESCO World Heritage: The Case of Hegra, Saudi Arabia

We are excited to announce the publication of our latest research article, “Tourism Development through the Sense of UNESCO World Heritage: The Case of Hegra, Saudi Arabia”, co-authored by Abdellah Saoualih, Larbi Safaa, Fernando Martinez de Carnero Calzada, Marco Ramazzotti, Agustín Martínez-Peláez, and myself. This study delves into the intersection of cultural heritage, tourism, and modern analytical techniques, offering new insights into the development of tourism at UNESCO World Heritage sites, with a focus on Hegra in Saudi Arabia.

Exploring Hegra: A Window into the Past

Hegra, also known as Al-Hijr or Madâin Sâlih, is one of Saudi Arabia’s most precious historical treasures. Recognized as a UNESCO World Heritage site, Hegra is celebrated for its well-preserved tombs and stunning rock-cut architecture, remnants of the ancient Nabatean civilization. Its historical and cultural significance makes it a prime destination for tourists seeking to experience the grandeur of the past.

However, our research goes beyond the typical narratives surrounding Hegra by exploring how the “sense of place” influences the tourism experience. We examined how visitors perceive Hegra and how their sentiments can be harnessed to enhance tourism development, making this ancient site more accessible and appealing to a global audience.

The Role of Sentiment Analysis in Tourism Development

One of the innovative aspects of our study is the use of VADER-based sentiment analysis combined with Non-Negative Matrix Factorization (NMF). These cutting-edge techniques allow us to analyze online reviews, specifically from platforms like TripAdvisor, to understand tourists’ emotions and sentiments towards Hegra. By deciphering these sentiments, we can identify key themes that resonate with visitors, such as awe, reverence, or even the challenges they face during their visit.

Our findings reveal that the sense of wonder and historical significance associated with Hegra strongly influences tourist perceptions, and this can be strategically used to enhance marketing efforts and visitor experiences. For instance, understanding that visitors are particularly moved by the site’s ancient history can guide the creation of more engaging narratives and interactive experiences that connect them more deeply with Hegra’s rich past.

UNESCO World Heritage Sites as Catalysts for Sustainable Tourism

The study also emphasizes the importance of UNESCO World Heritage status in promoting sustainable tourism. Hegra’s designation as a World Heritage site not only attracts international attention but also provides a framework for preserving its cultural integrity while accommodating increasing numbers of tourists. By carefully balancing heritage conservation with tourism development, we can ensure that Hegra remains a source of cultural pride and a sustainable tourism destination for years to come.

Our research suggests that leveraging the sense of place and visitor sentiments is crucial in this balancing act. By aligning tourism strategies with the emotional and experiential needs of visitors, we can foster a deeper connection between them and the heritage site, leading to more meaningful and sustainable tourism practices.

Looking Ahead: The Future of Tourism at Hegra

As Saudi Arabia continues to open its doors to international tourists, the insights gained from our study can inform broader tourism development strategies across the country. The successful integration of advanced analytical tools with cultural heritage tourism, as demonstrated in our research, sets a precedent for how other heritage sites in Saudi Arabia and beyond can enhance their appeal and sustainability.

We look forward to contributing further to the discourse on sustainable tourism development.

https://www.mdpi.com/2571-9408/7/4/104

Hegra (source: author)

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