FACTORS AFFECTING ORGANIZATIONAL IDENTITY IN THE TOURISM INDUSTRY: ROLE OF MARKETING CAMPAIGNS AND VISION 2030

Abstract

Tourism is critical to Saudi Arabia's Vision 2030. However, it is necessary to promote the tourism business, which is dependent on organizational identity. Thus, this study aims to ascertain the determinants affecting organizational identity in Saudi Arabia's tourism industry. This study employs a quantitative approach by utilizing a cross-sectional research methodology. The use of survey questionnaires facilitates the data collection process. 250 responses are examined using Partial Least Squares Structural Equation Modeling (SEM) (PLS). The study's findings indicate that organizational identity is a critical component of the tourist business and is influenced by various factors. The most critical aspects are corporate social responsibility (CSR), organizational culture, brand identity, and leadership. These elements can contribute to an organization's sense of self-awareness. Additionally, tourism organizations' marketing campaigns can help promote their organizational identity. Marketing efforts can help strengthen the association between numerous elements and company identity by acting as moderating variables. As a result, tourism organizations are encouraged to strengthen their CSR, organizational culture, brand identification, leadership, and marketing campaigns to support organizational identity.