The research conducts a comprehensive multimodal discourse analysis of the professional tourism campaign titled "Saudi By Saudis," examining how various semiotic elements—such as text, symbols, images, sounds, and gestures—are utilized to construct a cohesive and impactful message. Focusing on a 59-second promotional video produced by the Saudi Ministry of Tourism, the study employs descriptive qualitative methods to dissect the interplay of linguistic, visual, audio, gestural, and spatial elements within the advertisement. The analysis reveals a sophisticated multimodal semiotic system where these elements are intricately interconnected, effectively conveying Saudi Arabia's culture, history, and modernity. This seamless integration fosters a sense of inclusivity and unity, showcasing diverse individuals and landscapes to engage and resonate with a broad audience.
The findings highlight the effectiveness of multimodal strategies in shaping positive national images and enhancing tourism marketing efforts. By blending traditional values with modern amenities, the advertisement successfully communicates the Kingdom's rich cultural heritage alongside its contemporary lifestyle, thereby attracting both national and international tourists. The study underscores the importance of employing multiple modes of communication to create compelling narratives in advertising, contributing to the advancement of multimodal discourse analysis within the field. Additionally, it emphasizes the role of such advertisements in promoting cultural diversity and economic growth within the tourism sector. However, the research acknowledges the limitation of analyzing a single advertisement type and recommends that future studies include a broader range of promotional materials to ensure more comprehensive and generalizable insights.