Strategy of tourism promotion in Al-Kharj, Kingdom of Saudi Arabia

The present study explores the level of Promotion Policies and Programs in Al-Kharj Governorate in the views of stakeholders concerned with tourism sector. Further,appropriateness and components of promotional mix in promoting tourism are also investigated. The study also aims at designing appropriate strategies in promoting tourism activities in Al-Kharj. The study collects and utilizes the primary data through a well-structured questionnaire by systematic random sampling. After testing the reliability of questionnaire and instruments, analytical descriptive method and regression analysesare carried out. We find that Promotional Policies and Programs are not up to mark in Al-Kharj Governorate to satisfy the stakeholders in tourism sector. The promotional mix with its components is also found unsatisfactory in terms ofadvertising, personal selling, public relations and sales promotion. Further all instruments of promotion mix are proved positive contributors in tourism promotion policy and HRM obstacles and customer services obstacles are found negative contributors.The present study proposesAl-Kharj Governorate to revise strategies of tourism promotion by finding appropriate solutions to achieve the expected satisfaction level of tourists and other stakeholders.