Travel Brochure: The Contemporary Saudi Arabia - Case Study Example

TRAVEL BROCHURE: The Contemporary Saudi Arabia BY YOU HERE HERE Saudi Arabia: A New Blend of Travel, Entertainment and Value For the traveler looking for new entertainment and relaxation opportunities, Saudi Arabia is quickly becoming one of the foremost travel destinations in the Middle East. Where once this may have been a dangerous or risky destination for women, the country and its current political leadership have made changes which provide a more inviting environment for the American female. Just recently, the king of this ever-more progressive country appointed the kingdom’s first woman cabinet minister (EIU NewsWire, 2009), which is attempting to send the international message that the country will continue social reforms to make the country serve the equality agenda. Keep in mind that when entering Saudi Arabia, there are still risks associated with visitation to this country for the female traveler. In 2008, a Saudi Arabian court sentenced a woman to six months in jail and provided her with two hundred lashes simply for riding in a car with a male whom she was not acquainted with (Harvard Law Review, 2008). Additionally, in 2008, it was still considered to be a crime to mix with members of the opposite sex (The Economist, 2008). As there are risks associated with any foreign or international travel, it is important to recognize that women are not yet considered completely equal to their male counterparts, therefore any female travelers should at least remain cautious of their activities related to the law and women. However, despite these laws which seem to provide harsher punishments for women in the culture, there is so much more to offer in Saudi Arabia than meets the eye. Even previous U.S. President George H.W. Bush declared that “a future of liberty awaits” the Saudi people in response to the sweeping social and political changes taking place in this country (Financial Times, 2008). These changes are liberating women on a daily basis, giving international female tourists opportunities for relaxation and equality like never before! The new, liberated, free trade-minded culture in Saudi Arabia also provides for many of the amenities which U.S. travelers are accustomed to, including upscale hotels, spas, and a wide variety of upscale shopping and dining. “The Middle East is a very brand-oriented market”, with customers willing to pay very high dollar prices for high quality brands of merchandise (Brand Strategy, 2007). This demand for upscale fashions and consumer merchandise has created a whole new market of top-name designer clothing, perfumes, foods and beverages which makes Saudi Arabia the country of choice for shopping and street vendor browsing. For those who really enjoy spending money, some of the most exclusive and prestigious brands exist in the more populated regions of the country! Bring extra spending cash with you as Saudi Arabia simply has it all in terms of shopping and culture. Look at the new face of the modern Saudi male! He enjoys refinement, relaxation, a quality and lavish meal, and time out with friends. Yes, the modern Saudi male favors luxury brands and he will likely favor you in exchange for your visit and your hospitality. Don’t necessarily enjoy fine dining? Not a problem! In Saudi Arabia, even fast food is an option for the on-the-go, no frills traveller! Enjoy. Saudi Arabia is a country with strong social ties which values the quality of relationships Thought Saudi Arabia was only about tradition? Think again. The Saudi people are very progressive and will likely pose for a quick photo for the happy tourist looking to document their experience. Watch out, though, as they may get too playful and silly as they try to impress you, making you want to make your visit a long-term stay! However, do keep in mind that the Saudi culture ranks highly in power distance, which describes the acceptability of inequality among different demographics in the country (cyborlink.com, 2007). Many Saudis like to socialize within their own economic groups, therefore do not take offense if some local citizens are not warm and inviting, it is just their way in certain social circles. Additionally, the traveler should know that Saudi people rank highly on uncertainty avoidance (cyborlink.com), therefore a traveler with the intention of going to the country to spark interest in risky investments might wish to change their business plans and stick to recreation. The beauty of this people is in their collectivist nature, with a strong propensity to act without individualism, so expect a certain amount of social consistency in this country…a good thing for the more casual, laid back tourist. Talk about progressive! These nightlife advocates are certainly not complaining about the progression toward women’s rights! Saudi Arabia maintains some of the most interesting, apparently no-holds-barred type of night entertainment if you know how to find it. Pour this lady another drink, fellas. Major Religions and Beliefs about Foreign Travelers There is research evidence that Christianity, and its public presentation, in Saudi Arabia is considered to be worthy of harassment or bullying. When visiting Saudi Arabia, remember that the most valued religious tradition is that of Islam, therefore those tourists with different religious backgrounds may wish to simply avoid discussion with locals about this topic. “Visitors are also expected to comply with local modesty expectations, such as avoiding overtly-revealing outfits (Nasir, 2007). Additionally, though the women’s garb may be appealing to the more conservative traveler, wearing traditional robes might be deemed offensive to Saudis and should be avoided (Nasir). Will they be as happy to see you as this young Saudi male? There is some existing research evidence which suggests that there are negative perceptions of Americans in this country outside of their overall social viewpoint regarding gender equality. Said James Zogby, president of the Arab-American Institute, “If America wants to salvage itself and improve its standing and get the credibility and legitimacy it needs to lead in Iraq, it needs to do something to earn the trust of allies in the broader region” (Regan, 2006). This suggests that there is a generic, social mistrust of Americans due to misconceptions about what took place (or is taking place) in Iraq. However, most of these perceptions are politically-motivated and will likely not impact the casual, American tourist in the pursuit of relaxation, fun and culture. Is this the type of place you’re looking for? The luxuries and spa amenities across Saudi Arabia appeal to both men and women travelers for their dedication to servicing the foreign tourist. From facials to massages, the Saudi Arabian people have a long tradition of different relaxation and therapy treatments, thus the sky’s the limit for personal indulgence in leisure and rest. Combined with the vast variety of mid-price-range hotels and more upscale accommodations across Saudi Arabia, the tourist is sure to find exactly what they’re looking for, regardless of the city of destination. A Final Word Regarding Visitation Saudi Arabia has come leaps and bounds forward from its traditional viewpoints on social distance, gender equality, and the importance of joining the international community in progressive rights. From food to nighttime frenzy, depending on the traveler’s current choice for entertainment, Saudi Arabia can provide an experience that American tourists will never forget. Perhaps even the traveler can leave a lasting impression on the locals and improve the bonds of friendship as a representative of the diverse U.S. culture. It seems that just about anything is possible in…… References Brand Strategy. (2007). “Middle-Eastern Consumers: Lands of opportunity”. London. 16 Apr, p.56. IBI/INFORM Global Database. Campus Connect. Retrieved 20 Apr 2009. Cyborlink.com. (2007). “Saudi Arabia”. http://www.cyborlink.com/besite/saudi-arabia.htm Retrieved 20 Apr 2009. EIU ViewsWire. (2009). “Saudi Arabia politics: Radical?”. New York. February 16. Financial Times. (2008). “Bush plays down call for reforms in the Gulf States”. London. 14 Jan, p.4. IBI/INFORM Global Database. Campus Connect. Retrieved 20 Apr 2009. Harvard Law Review. (2008). “Saudi Courts – Women’s Rights – General Court of Qatif Sentences Gang-Rape Victim to Prison and Lashings for Violating “Illegal Mingling” Law”. Cambridge. 121(8), p.2254. Nasir, Imam S.A. (2007). “An Imam explains Islam”. http://www.cyborlink.com/besite/saudi- arabia.htm. Retrieved 21 Apr 2009. Regan, Tom. (2006). “New polls highlight issues of US policy in Mideast, hopes for renewing regional peace process”. The Christian Science Monitor. http://www.csmonitor.com/2006/1215/dailyUpdate.html. Retrieved 20 Apr 2009. The Economist. (2008). “International: Our women must be protected; Saudi Arabia”. London. 387(8577), p.68. IBI/INFORM Global Database. Campus Connect. Retrieved 21 Apr 2009. Read More