Connecting cultures: a case study of the language dilemma between Chinese tourists and Saudi tourism service providers

Connecting and communicating with locals have long been an important aspect of the tourism experience. However, language barriers have often hindered effective communication between tourists and locals. This case study explored the complexities of the language barrier faced by Chinese tourists visiting Saudi Arabia. Led by its ambitious Vision 2030, the government of Saudi Arabia has made significant investments and strategic planning to attract tourists from around the world, focusing on Chinese visitors as the largest target market. The study examined the impacts of this barrier on tourism experiences, safety concerns, destination perception, and ethical considerations, drawing on Social Identity Theory. Overall, this case study contributed to a better understanding of the language barrier dilemma in Saudi Arabia’s tourism sector and provided actionable insights to foster cross-cultural understanding and enhance the tourism experience for Chinese tourists and beyond.