TOURISM 5.0 IN PRACTICE: NAVIGATING THE TENSIONS BETWEEN DIGITAL EFFICIENCY AND LIVED AUTHENTICITY IN THE SAUDI CONTEXT
The Tourism 5.0 paradigm is emerging as a pivotal response to the limits of a purely efficiency-oriented digitalisation, by placing people and sustainability back at the centre of innovation to create a holistic and responsible tourism ecosystem. Within the framework of Vision 2030, Saudi Arabia has adopted this orient...