Research Strategy
As part of this study, both quantitative and qualitative research strategies were used. Qualitative research strategy includes an ethnographical inquiry, as both the interview and questionnaire rely on the opinions of residents. This approach is used as the study objective is to provide a scientific basis for the subsequent creation of a museum in Asir Region, which would be of interest to both local and foreign tourists.
Qualitative research strategy also includes a phenomenological inquiry, since questions from the interview are intended to elucidate the phenomenological features of the rich history and culture of the region. Thus, the qualitative strategy of the research integrates both inquiries. Besides, the study uses a quantitative research strategy since the questionnaire contains some questions designed to gain statistical information about the study participants.
Research Tactics
Research tactics of questionnaire and interview were used to meet the objectives of this study. The survey was designed to determine why Saudi people usually chose to visit a museum, as well as to identify the most common preferences. The questionnaire contains three types of questions, and, accordingly, consists of three parts.
Questions of the first type are aimed at collecting statistical information about the respondents. Questions of the second type are aimed at identifying what kind of museums respondents prefer to visit, as well as why they devote their leisure time to visiting museums. And finally, questions of the third type relate to the perception of the Saudi culture as a whole, as well as what aspects of it are most interesting for potential visitors.
Further, the questions from the interview are designed to obtain important information about the most attractive museum-designs from a specialist in the field of design and architecture. Interviewee, Dr. MĂĽge Riza from Eastern Mediterranean University, is the best candidate for this role, as he is the author of many works regarding culture and city branding. Information about what type of buildings are the best examples of a city brand in modern architecture will give the researcher a unique insight regarding the design concept of the future museum building.
In general, both tactics convey the idea that museums of any kind – ethnographic, natural history, historical, local history, history of arts – are an essential element in creating a tourist profile of the region. Besides, interview questions will help to communicate the idea of ​​creating a unique design of the museum building, which could become a top attraction for tourists. Asir Region is located in the south of Saudi Arabia and is known for its unique climatic conditions.
Besides, this area has a centuries-old history, as it is located at the intersection of ancient trade routes. Therefore, it seems possible to experiment with design as much as possible, and even include elements of an open-air museum in the museum complex, since such features will make it possible to expose the specifics of the region. Thus, the answers of the expert and the respondents will help create the most fitting concept for the future museum.
Questionnaire
Thank you for agreeing to answer questions for my research project. The project aims to expand the tourist flow to the Asir Region by creating a unique museum in the region, which would become a hub for future active tourist life in the area. Besides, this project sets the task of creating a unique museum concept that would be an expression of the historical and cultural heritage of the region, as well as its unique climatic conditions. This survey will only take up to 5 minutes to complete. You are welcome to give your answers anonymously; the information provided will not be used for any other purposes than the objectives of the study.
Survey Questions
- What is your gender?
- Male
- Female
- What is your nationality?
- Saudi
- Non-Saudi
- What is your age?
- 18 or under
- 19-20
- 31-40
- 41 or above
- Where would you go to learn about a country’s cultural history?
- To a museum
- Downtown
- To a landmark
- To a plaza
- All of the above
- Do you visit museums regularly?
- Yes
- No
- If yes, what types of museums do you typically visit?
- Art museums
- History museums
- Science museums
- Other
- What is typically your motivation for visiting a museum?
- To have an educating and engaging experience at a museum
- To see a particular exhibition at this museum
- To attend a specific program at this museum
- To research a specific topic for school/work
- To entertain tourists
- To spend time with friends or family
- To look at its architecture and interior
- What is your incentive for visiting museums?
- To have an educating and engaging experience at a museum
- To see a particular exhibition at this museum
- To attend a specific program at this museum
- To research a particular topic for school/work
- To entertain tourists
- To spend time with friends or family
- To look at its architecture and interior
- Do you have any prior knowledge about Saudi culture?
- Yes
- No
- Are you interested in learning about Saudi culture?
- Yes
- No
- If yes, what parts of Saudi culture do you find to be the most interesting?
- Food
- Clothes
- Architecture
- Heritage
- Religion
- History
- Art and literature
- Is there a particular facet of Saudi culture that interests you that is not covered by the previous question?
- Optional
- What part of the museum experience did you like best?
- The exhibitions
- The overall atmosphere
- The Architecture and Art
- The history
- Can you think of a museum that has a unique design and you can’t forget it?
- If Yes, write the name of the museum.
References
Riza, M., Doratli, N., & Fasli, M. (2012). City branding and identity. Procedia-Social and Behavioral Sciences, 35, 293–300.
Riza, M. (2015). Culture and city branding: Mega-events and iconic buildings as fragile means to brand the city. Open Journal of Social Sciences, 3, 269–274.