The Promotion of Learning Arabic Language to Non-Arabic Speakers via Religious Tourism: The Case of Saudi Arabia

Document Type : Original Article

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Marketing Department , Business college , Albaha University

Abstract

Abstract
Annual tourism flows to Saudi Arabia are known to draw large numbers of Muslims from across the world who visit the country for various religious purposes, such as the Hajj and Umrah. This study explores the possibility of using religious tourism flows to Saudi Arabia as a possible intervention for learning the Arabic language. This study focuses on two main research objectives, including establishing the key Arabic language aspects that religious tourism can potentially promote in Saudi Arabia and exploring the likelihood of using language practices of religious tourism to promote the learning of the Arabic language to non-Arabic speakers’ visitors. A qualitative study addresses the research objectives by drawing on the perspectives of fourteen religious tourists who have been to Saudi Arabia for the annual events. The results of this study demonstrate that it is possible to use the vast annual flows of religious tourism to Saudi Arabia to promote learning the Arabic language. However, efforts must be made to underscore the importance of non-Arabic-speaking visitors to Saudi Arabia learning the Arabic language against the backdrop of globalization and beyond the cultural and religious identity imperatives.

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