Employing Digital Media and Artificial Intelligence in Smart Cities to Enhance Visitor Experience: A Case Study of Makkah, Saudi Arabia
Keywords:
Digital media, Artificial intelligence, Smart cities, Visitor experience, MakkahAbstract
Research aims: This study examines Umrah pilgrims' use of digital media, AI-related applications and smart services in Makkah.
Design/Methodology/Approach: A descriptive questionnaire survey collected responses from 400 pilgrims during Ramadan 1447 AH (2026). The analysis presents self-reported use, proficiency and perceptions of visitor services.
Research findings: All respondents reported using the digital services covered by the survey, and 48.5% rated their proficiency as high. Smart applications received a mean score of 4.09 out of 5; the equivalent relative score of 81.8% describes the rating, not the proportion of users. Respondents also reported benefits for guidance, awareness of landmarks and completion of procedures. Information overload, account access and the timeliness of information remained concerns.
Theoretical Contribution/Originality: The study provides descriptive evidence about pilgrims' experiences of digital services in a Saudi smart-city setting.
Practitioners/Policy Implications: Service providers should consider multilingual guidance, accessible interfaces and practical support alongside technological development. The survey describes participants' perceptions and does not establish causal effects or distinguish the contribution of AI from other digital services.
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The data supporting the findings of this study are available from the corresponding author upon reasonable request.
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