Predicting Pilgrim and Visitor Satisfaction Through Using Smartphone Applications at Holy Sites During Covid-19

Abstract

This study aims to investigate the promotion of digital transformation in Umrah and Visitation through the management of smartphone applications (such as Tawakkalna and Nusuk) in light of COVID-19. The research measures the impact of digital transformation on visits during COVID-19, in light of the Kingdom's Vision 2030 statement, in terms of pilgrims’ and visitors’ satisfaction with the services provided in Madinah. The study relied on the descriptive analytical approach to collect and analyse primary and secondary data as the basis for research findings. An electronic questionnaire was designed and distributed to pilgrims and visitors in Madinah. The study found a positive significant impact of digital transformation on visits during COVID-19 in light of the Kingdom’s Vision 2030 statement and pilgrims’ and visitors’ satisfaction with the services provided to them. The study recommends that decision-makers and employers emphasize the need to use Smartphone applications in Hajj and Umrah visits even after the end of the Corona crisis. Applications were found to be critically important in limiting the spread of the virus. There is a need for continuous improvements in digital transformation in Hajj, Umrah and visits.