Cultural Integration Through AI-Enhanced Sports Tourism: A Mixed-Methods Study of Cross-Cultural Understanding in Saudi Arabia’s Vision 2030 Context

Abstract

This study examines how artificial intelligence (AI) can enhance cultural integration and cross-cultural understanding in sports tourism within the context of Saudi Arabia’s Vision 2030. Using a mixed-methods approach, data were collected from 3,892 international visitors from 52 countries and 2,347 domestic participants across ten major sporting events. Quantitative and qualitative analyses, including structural equation modelling, social network analysis, and machine learning-based sentiment analysis, were employed to assess the impact of AI-enabled cultural interpretation systems on cultural understanding, attitudes, and communication effectiveness. The findings indicate that AI-enhanced cultural interpretation significantly improves visitor outcomes, including a 78 per cent increase in cultural understanding, a 67 per cent improvement in positive cultural attitudes, and an 84 per cent enhancement in cross-cultural communication compared to traditional methods. However, challenges related to cultural authenticity, algorithmic bias, and community agency remain critical. The study contributes by conceptualizing culturally intelligent AI and demonstrates how AI-enhanced sports tourism can support cultural preservation, cultural diplomacy, and international engagement in alignment with Vision 2030.

Keywords: cultural integration, artificial intelligence, sports tourism, cross-cultural understanding, cultural preservation, Saudi Arabia, Vision 2030, cultural diplomacy