Alnejaim & Alshaye (2026)
Localization of Cultural Values: A Case Study of “Visit Saudi” Website
Sara Alnejaim
Department of English Language and Translation
Saudi Electronic University, Riyadh, Saudi Arabia
https://orcid.org/0009-0000-0588-8369
Rasha Alshaye
Department of English Language and Translation
Saudi Electronic University, Riyadh, Saudi Arabia
r.alshaye@seu.edu.sa
https://orcid.org/0000-0003-0669-9935
https://Doi.org/10.33948/JRLT-KSU-6-1-5
Received: 22/05/2025; Revised: 14/02/2026; Accepted: 28/02/2026
Abstract
The Saudi Tourism Authority seeks to increase tourism in the Kingdom of Saudi Arabia, both locally and internationally, by implementing advanced localization methods on the "Visit Saudi" website. This research addresses the lack of localization studies on international and local tourism websites, particularly those concerning the Kingdom of Saudi Arabia. The study aims to explore how localization visually and linguistically depicts cultural values in tourism destination content and to analyze how these values are represented for different local and international audiences. The study consisted of a single case study adopting a qualitative research design. The findings reveal that the "Visit Saudi" website integrates textual and visual elements in the presentation of a key tourism destination, AlUla, conveying positive cultural values to prospective tourists, including traditional heritage, Saudi hospitality, royal architecture, and traditional customs. The research concludes that promotional content reflects cultural values in Saudi society and significantly impacts the tourism industry. These outcomes will enable policymakers to design inclusive tourism policies that prioritize linguistic accessibility, cross-cultural communication, and lead the development of culturally sensitive content for both local and global audiences, potentially enhancing heritage tourism.
Keywords: cultural value, localization, “Visit Saudi” website, tourism websites
