Apology strategies and cultural factors

In Saudi Arabia, deeply ingrained cultural and religious norms shape the way social interactions unfold, making it essential for tourists to respect and understand these traditions. The Kingdom’s collectivist culture places great emphasis on maintaining social harmony, respect for authority, and adherence to religious customs. This means that when tourists breach these norms, an apology is often required to restore social order and demonstrate respect for Saudi values [4].

Apologies in Saudi Arabia must be tailored to the context in which the offense occurs. For example, violating the local dress code, particularly for women, is considered a serious transgression. Saudi Arabia enforces conservative dress standards, particularly in public spaces, where modesty is not only a cultural preference but also a legal requirement. Tourists who unknowingly wear inappropriate clothing must issue apologies that acknowledge the transgression, express regret, and indicate a willingness to adhere to local customs moving forward.

Similarly, religious customs, such as the observance of prayer times, require a high level of respect from tourists. Prayer is a central aspect of daily life in Saudi Arabia, and tourists who interrupt or disregard prayer times may be seen as disrespectful. In such cases, a simple verbal apology may not suffice. The tourist must demonstrate an understanding of the religious significance of their transgression, often through both verbal and non-verbal cues, such as stepping aside during prayer or adopting a respectful posture.

Saudi society places a strong emphasis on honor and maintaining face in public interactions [9]. Apologies are not only directed at individuals but can also serve to restore social harmony within the broader group. For instance, public offenses—such as inappropriate behavior in a mosque or marketplace—require apologies that address both the offended individual and the collective group that witnessed the offense. Tourists who fail to recognize the collective dimension of Saudi society may find that their apologies fall short of expectations.

Language use in apologies

Language plays a vital role in shaping the effectiveness of apologies, particularly in a multicultural context like Saudi Arabia, where Arabic is the official language and carries deep cultural significance. Apologies delivered in Arabic are often seen as more respectful and sincere, especially when the offense involves religious or cultural norms. As [8] note, language choice in cross-cultural communication can significantly impact how apologies are perceived, with apologies offered in the local language often viewed as more genuine.

Many tourists visiting Saudi Arabia, however, may not speak Arabic fluently and may instead rely on English, which is widely used in urban areas and the tourism sector. While English-language apologies are generally understood, they may lack the cultural resonance of an apology offered in Arabic. For instance, a tourist who apologizes in English after accidentally entering a mosque without appropriate attire may be understood, but the apology may not carry the same weight as if it were delivered in Arabic. This distinction is particularly important in cases involving religious or cultural transgressions, where the use of Arabic demonstrates a deeper level of cultural awareness.

Vision 2030 encourages greater cultural exchange and language learning, recognizing that linguistic competence is key to fostering positive interactions between tourists and locals. As part of these efforts, the Saudi government has implemented programs to teach tourists basic Arabic phrases, including expressions of apology, to help bridge the cultural gap. Tourists who make an effort to use Arabic in their apologies, even if only in simple phrases like “Aasif” (I’m sorry), are more likely to have their apologies accepted and appreciated by locals [8].

Factors influencing apology strategies

Several factors influence the apology strategies employed by tourists in Saudi Arabia, including the perceived severity of the offense, the relationship between the individuals involved, and the power dynamics at play.

Ethical statement

This study adhered to the ethical guidelines set forth by King Faisal University Ethics Committee under the approval no. 717.

Participants

A total of 20 international tourists participated in the study. The participants were recruited at key tourist destinations in Riyadh, Jeddah, and Mecca, areas that have experienced significant tourism infrastructure development as part of Saudi Arabia’s Vision 2030 initiative (Saudi Vision 2030, 2021). The recruitment period spanned from 01/03/2024 to 22/03/2024, ensuring that participants were selected during the peak tourism season, which allowed for a rich diversity of experiences to be captured.

Participants were selected based on specific inclusion criteria to ensure they could meaningfully contribute to the study. To participate, individuals had to be international tourists visiting Saudi Arabia, aged 21 or older, to ensure they could provide reflective and mature insights into their experiences. Additionally, participants needed to be willing and able to engage in English-language focus group discussions. While the discussions were conducted in English, any non-English phrases used by participants during their apologies were analyzed as part of the data. These criteria were designed to ensure that the participants could actively engage in the discussions and offer diverse perspectives on apology strategies across different cultural contexts

The participant pool included a balanced mix of leisure and religious tourists, drawn from North American, European, Asian, and Middle Eastern countries. This cultural diversity was essential for understanding how individuals from varying cultural contexts navigate social interactions in Saudi Arabia. The group consisted of 12 women and 8 men, with ages ranging from 21 to 65 years, representing a wide spectrum of perspectives on gender and generational influences in cross-cultural interactions.

Among the participants, some were visiting Saudi Arabia for the first time, while others were repeat visitors who had prior familiarity with the Kingdom’s cultural norms. This mix allowed for a comparison between first-time visitors, who often relied on their assumptions or prior knowledge about Middle Eastern culture, and repeat visitors, who had adapted their behaviors based on past experiences. Moreover, the study highlighted the contrast in apology strategies between tourists from individualistic cultures (e.g., North America and parts of Europe) and those from collectivist societies (e.g., Asia and the Middle East) [22].

Some participants were visiting Saudi Arabia for the first time, while others had previously traveled to the Kingdom. This mix allowed the study to compare how first-time visitors’ apology strategies differed from those of repeat visitors, who may have had more familiarity with Saudi norms and thus could reflect on how their approaches evolved over time. Moreover, the diversity in cultural backgrounds highlighted the differences in how tourists from individualistic cultures (such as those from North America and parts of Europe) navigated the collectivist cultural context of Saudi Arabia compared to those from more collectivist societies (such as parts of Asia and the Middle East) [22].

The range of participant demographics provided a robust dataset for understanding how cultural background, gender, and familiarity with the Kingdom influenced apology strategies. For example, women from more liberal Western cultures encountered unique challenges related to Saudi Arabia’s strict gender segregation policies, and their experiences of having to apologize for gender-related transgressions provided critical insights into the intersection of gender and cultural norms in the Kingdom.

Data collection

This study adhered to the ethical guidelines set forth by King Faisal University Ethics Committee. All participants provided written informed consent prior to their involvement in the research. During the consent process, participants were informed about the study’s purpose, the voluntary nature of their participation, their right to withdraw at any time, and the confidentiality of their responses.

Data were collected through semi-structured focus group interviews, each lasting between 60 and 90 minutes. The semi-structured format was ideal for encouraging open dialogue while also ensuring that key areas of inquiry were covered consistently across all focus group [24]. The flexibility of this approach allowed participants to delve into specific topics in depth, while the interview guide ensured that discussions addressed important themes such as instances where apologies were necessary, the language used during apologies, and how cultural dynamics shaped these interactions.

The focus groups were conducted in English, as this was the most common language among the participants. However, participants were encouraged to reflect on their use of Arabic or their native languages when offering apologies in Saudi Arabia. This bilingual reflection was particularly important for understanding how language choice influenced the effectiveness of the apology and how it was received by local Saudi nationals [8]. For example, participants discussed situations where using Arabic phrases like “Aasif” (I’m sorry) helped convey sincerity, even when they were not fluent in the language, highlighting the cultural significance of language in apology strategies.

The data collection process also captured the complexities of how tourists navigated cultural differences and communication challenges during their stay in Saudi Arabia. Tourists frequently discussed the role of non-verbal communication in their apology strategies, such as body language and gestures of respect, which are particularly important in a conservative cultural context like Saudi Arabia’s. Participants recounted instances where they inadvertently violated local norms, such as interrupting prayer or dressing inappropriately, and reflected on how they adapted their apologies based on local feedback.

The focus group discussions were recorded and later transcribed verbatim to ensure accuracy in capturing the nuances of the conversations. Thematic analysis was then employed to identify recurring patterns and themes related to apology strategies [25]. This approach allowed the researchers to systematically explore the data and draw connections between the language used in apologies, the severity of the offense, and how social dynamics—including power relations, gender, and authority—shaped the participants’ responses.

The thematic analysis focused on three key areas: language use, the perceived severity of the offense, and the influence of cultural and social dynamics. By categorizing and coding the data in this way, the researchers were able to identify how different factors influenced apology strategies and how participants adapted their approaches in response to the cultural context. For example, the analysis revealed that participants who were more familiar with Saudi customs often employed more nuanced apology strategies, reflecting their understanding of the cultural weight of their transgressions. In contrast, first-time visitors often relied on more direct, sometimes insufficient, apologies, which were less effective in restoring social harmony.

To ensure the reliability of the analysis, two independent raters coded the data separately. The raters achieved a high inter-rater reliability score (r =  0.92), indicating a strong level of agreement. Discrepancies in coding were resolved through discussion and consensus, ensuring that the final themes accurately represented the participants’ experiences. This rigorous analytical process enhanced the validity of the findings and provided a robust framework for interpreting the data.

In addition to language use, the analysis examined the role of power dynamics in apology scenarios. In Saudi Arabia, where social hierarchy and respect for authority figures such as religious leaders and law enforcement officials are critical, participants described how they adapted their apologies to reflect these power relations. For instance, some tourists recounted offering more formal and deferential apologies when dealing with figures of authority, recognizing that casual apologies could be perceived as disrespectful in such contexts [22].

By examining these elements, the data collection process provided valuable insights into how tourists navigate apology strategies in Saudi Arabia, offering practical implications for improving cross-cultural communication and enhancing the tourist experience in the Kingdom.

Cultural sensitivity and apology strategies

One of the most significant findings was the importance of cultural sensitivity in shaping apology strategies. Tourists who demonstrated an understanding of Saudi cultural norms and attempted to adapt their behavior were more likely to have their apologies accepted. For example, participants who made an effort to use Arabic phrases, such as “Aasif” or “Shukran,” reported more positive interactions with locals, particularly in situations where the offense involved a cultural or religious transgression. One participant, a female tourist from the United Kingdom, shared an experience where she unintentionally wore clothing that did not adhere to local modesty standards. When a local woman pointed out the issue, she quickly apologized in Arabic and adjusted her outfit. The tourist noted that her use of Arabic, even though it was limited, seemed to be appreciated by the local woman, who responded with kindness and understanding. This example illustrates how even a small effort to engage with the local language can enhance the effectiveness of an apology in a cross-cultural setting.

Tourists frequently encountered situations where they unknowingly breached cultural norms, such as dress codes, prayer etiquette, or public behavior expectations. Their apology strategies reflected a growing awareness of cultural sensitivity over time. This aligns with [7] observation that apologies in collectivist cultures serve as face-saving acts to restore social harmony.

A female tourist from the United Kingdom shared her experience:

“When the woman pointed out my dress was inappropriate, I immediately said ‘Aasif’ [I’m sorry] and adjusted it. Her smile told me she appreciated my effort to respect her culture.”

This example illustrates how tourists adapted their behavior to align with local expectations, which [18] highlights as critical in cross-cultural apology strategies. The use of culturally embedded language demonstrates the significance of linguistic effort in fostering understanding and acceptance.

Language proficiency and effectiveness

Language emerged as a critical factor in how apologies were received by locals. Participants who used Arabic, even in a limited capacity, reported more successful interactions than those who relied solely on English or their native language. This finding aligns with previous research suggesting that apologies offered in the local language are perceived as more sincere and respectful [8]. However, not all participants felt confident using Arabic, particularly in situations where the offense involved complex religious or social norms.

For instance, a male tourist from Canada recounted an experience where he unintentionally interrupted a prayer service at a mosque. Although he apologized in English, he felt that the apology was not fully understood or accepted by the worshippers. Reflecting on the experience, he noted that using Arabic might have made the apology more effective, as it would have shown a greater respect for the cultural and religious context of the situation.

The choice of language played a crucial role in how apologies were received by locals. Tourists who attempted to use Arabic phrases, even minimally, reported more positive responses than those who relied solely on English.

• A French tourist noted:

“I struggled with Arabic, but even saying ‘Shukran’ [thank you] or ‘Aasif’ helped. People appreciated the effort, and it softened the situation when I made a mistake.”

• An American participant stated:

“I apologized in English, but it didn’t seem to have the same impact. When I added an Arabic word, I noticed a change in their reaction—they seemed more understanding.”

These accounts suggest that even limited attempts to engage in the local language enhance the perceived sincerity of apologies, reflecting the cultural significance of language in Saudi Arabia.

Gender and apology strategies

Gender was another important factor influencing apology strategies. Female participants, in particular, faced unique challenges related to Saudi Arabia’s strict gender segregation rules. Several female participants reported situations where they inadvertently violated these norms, such as by making physical contact with a man in a public space. In these cases, female tourists who offered apologies that demonstrated cultural sensitivity and a willingness to adhere to local customs were more likely to receive forgiveness from locals.

One female participant from France described an incident in which she accidentally brushed past a man in a busy market. She immediately apologized in Arabic, acknowledging the cultural norm she had violated. The man accepted her apology and even helped her navigate the crowded space. This example underscores the importance of gender-specific apology strategies in Saudi Arabia, where interactions between men and women are governed by strict cultural and religious protocols.

Gender norms significantly influenced the nature and effectiveness of apology strategies. Female participants often expressed greater concern about adhering to local norms and adapting their behavior to avoid potential offenses.

• A female participant from France reflected:

“As a woman, I felt more pressure to be respectful and avoid offending anyone. When I apologized, I made sure to use a softer tone and smile—it seemed to make a difference.”

• In contrast, a male tourist from Australia observed:

“I didn’t feel the same need to apologize as often. But when I did, I kept it short and direct—it worked fine in most cases.”

These differences underscore how gendered expectations shape cross-cultural interactions and apology strategies in Saudi Arabia’s conservative context.

The influence of power dynamics

The findings also highlighted the influence of power dynamics on apology strategies. Participants who interacted with authority figures, such as religious leaders or law enforcement officers, often adopted more formal and deferential apology strategies. This reflects the hierarchical nature of Saudi society, where deference to authority is an important cultural value. Participants who failed to recognize these power dynamics and offered more casual apologies were often met with disapproval, deepening the offense rather than resolving it.

One participant, an American tourist, shared an experience where he accidentally took photographs in a restricted area near a mosque. When approached by a security officer, he offered a casual apology in English, which was not well received. Upon reflection, the tourist realized that a more formal apology, possibly in Arabic, would have been more appropriate given the context and the authority of the security officer.

Apologies directed toward authority figures, such as police officers or religious leaders, were notably more formal and deferential, reflecting the hierarchical nature of Saudi society.

• An American tourist recounted:

“I accidentally walked into a mosque without removing my shoes. When I realized my mistake, I apologized profusely and lowered my gaze. The imam accepted my apology but reminded me to be more careful.”

• A British participant shared:

“I bumped into a guard at a historical site and immediately apologized using Arabic. He appreciated the gesture, and it helped avoid further tension.”

These examples illustrate how power dynamics influence apology strategies, requiring tourists to adopt more respectful and formal approaches in interactions with authority figures.

The role of language in cross-cultural apologies

One of the key contributions of this study is its focus on the role of language in shaping apology strategies. The data suggest that tourists who make an effort to use Arabic when offering apologies are more likely to foster positive interactions with locals. This finding is consistent with previous research on the importance of language in cross-cultural communication [8]. In the context of Vision 2030, which promotes cultural exchange and the integration of tourists into Saudi society, the use of Arabic serves as a powerful tool for building rapport and demonstrating respect for local norms.

However, the effectiveness of language use in apologies also depends on the tourist’s level of proficiency and understanding of cultural norms. Tourists who use Arabic without fully grasping its cultural nuances risk offering apologies that are perceived as insincere or inappropriate. This highlights the need for greater cultural and linguistic competence among international tourists, particularly those visiting countries with strong cultural and religious traditions.

The role of power dynamics and gender norms in apology success

Power dynamics and gender norms emerged as significant factors influencing the success of apology strategies in Saudi Arabia. Participants reported adapting their apologies to reflect the hierarchical nature of Saudi society, where respect for authority figures and adherence to cultural protocols are paramount. For example, apologies directed toward religious leaders, law enforcement officers, or business owners often required a higher level of formality and deference.

One participant recounted an interaction with a religious leader:

“I accidentally entered a mosque without removing my shoes. When I realized my mistake, I apologized profusely, using a humble tone and lowering my gaze. The imam accepted my apology but reminded me to be more mindful. I think the way I showed respect helped him forgive me.”

This observation aligns with [7] findings on speech acts in hierarchical cultures, where formal and deferential language is critical in interactions with authority figures. The success of apologies in these scenarios often depended on the offender’s ability to acknowledge the power imbalance and demonstrate genuine regret.

Gender norms also played a critical role in shaping apology strategies and their reception. Female participants expressed greater concern about conforming to local expectations and often employed more elaborate or conciliatory apology strategies. For instance, women frequently paired verbal apologies with non-verbal gestures such as smiling or adopting a softer tone to convey sincerity.

A female participant from France shared her experience:

“I felt I had to apologize more carefully to avoid offending anyone. I used a polite tone and smiled—it seemed to make a difference.”

In contrast, male participants often adopted more straightforward and less expressive apology strategies, which were generally well-received in interactions with other men. This aligns with [17] findings that women tend to employ more mitigating strategies in apologies due to societal expectations of femininity and politeness.

Moreover, the success of apologies in Saudi Arabia’s gender-segregated society was influenced by the gender of both the offender and the recipient. For example, apologies from male tourists to female locals often required a heightened level of respect and cultural sensitivity to avoid misunderstandings. Similarly, female tourists interacting with male authority figures reported feeling a need to overcompensate in their apologies to ensure their actions were not perceived as disrespectful.

These findings underscore the interplay between power dynamics and gender norms in shaping cross-cultural interactions and apology strategies. While hierarchical and gendered expectations may pose challenges for international tourists, understanding and adapting to these norms can significantly enhance the effectiveness of their apologies and foster positive interactions with locals.

Analyzing local perceptions and responses to apologies

“The findings of this study suggest that locals’ responses to apologies are influenced by a combination of linguistic effort, cultural sensitivity, and the perceived sincerity of the tourist’s actions. While locals were generally forgiving when tourists acknowledged their mistakes, their responses varied in degree. For example, participants reported that using Arabic phrases, even minimally, often elicited more favorable reactions, reflecting the cultural significance of language as a marker of respect and effort. This aligns with [7] observation that speech acts are context-dependent and culturally embedded.

Moreover, the type of offense appeared to shape locals’ reactions. Minor offenses, such as dress code violations, were often met with understanding if the tourist quickly adapted their behavior. However, more significant cultural breaches, such as entering a mosque improperly, required formal and deferential apologies to restore social harmony. These findings highlight the importance of tourists demonstrating not only regret but also a willingness to learn and adapt to local norms.

Future research should include local participants to gain a direct understanding of their perceptions, enabling a more comprehensive analysis of cross-cultural interactions

Theoritcal implications

The findings of this study align closely with established frameworks in intercultural pragmatics and politeness theory, offering insights into how tourists navigate apology strategies in a culturally complex context like Saudi Arabia. Framework on speech acts highlights that apologies are context-dependent, shaped by the cultural and linguistic norms of the interlocutors [7]. In Saudi Arabia, a collectivist society where social harmony is paramount, apologies are often designed to repair relationships and uphold mutual respect. Tourists who adapted their apologies to reflect these cultural priorities—such as by using deferential language or incorporating Arabic phrases—experienced greater success in mitigating offenses.

For example, a Canadian tourist recounted:

“I apologized to a shopkeeper after walking in during prayer time. I added an Arabic phrase to show respect. His reaction shifted immediately—he seemed more understanding.”

This observation reflects the importance of linguistic effort as a politeness strategy, consistent with [11] theory that face-saving acts are crucial in maintaining social harmony, particularly in hierarchical or collectivist cultures.

Politeness theory further explains the variations in apology strategies observed among tourists from individualist and collectivist cultures. Tourists from individualist societies, such as North America and Europe, initially relied on direct apologies, reflecting their cultural preference for personal accountability. However, those who quickly adapted to the indirect, relationship-oriented norms of Saudi society achieved better outcomes. This aligns with [11] distinction between positive politeness strategies (e.g., efforts to build rapport) and negative politeness strategies (e.g., showing deference).

Gendered and hierarchical dynamics in Saudi Arabia also resonate with these theoretical frameworks. Female tourists often employed more elaborate apologies, incorporating both verbal and non-verbal politeness strategies, to align with societal expectations of femininity and respect. Similarly, interactions with authority figures required heightened levels of deference, as seen in one participant’s account of apologizing to a religious leader:

“I used a humble tone and lowered my gaze—it seemed necessary to show respect in that situation.”

This behavior reflects [11] emphasis on negative politeness as a means of addressing power imbalances and avoiding further imposition.

Overall, the findings support the applicability of intercultural pragmatics and politeness theory in understanding how apology strategies are employed and received in cross-cultural contexts. By situating these strategies within broader theoretical frameworks, this study contributes to the growing body of research on speech acts and intercultural communication.

Limitations

A key limitation of this study is the reliance on focus group data, which, while offering depth and context, may not fully capture the diversity of tourist experiences in Saudi Arabia. The small sample size and specific demographic composition of participants restrict the extent to which findings can be generalized. Future studies should aim to address this limitation by incorporating larger, more diverse samples or employing mixed methods approaches to triangulate findings. For instance, quantitative surveys could provide a broader understanding of apology strategies across different tourist populations, while experiments could test the efficacy of specific strategies in controlled settings.

This study specifically focused on exploring the apology strategies employed by international tourists visiting Saudi Arabia. While the inclusion of local Muslim men and women as participants could provide valuable insights into how apologies are perceived and responded to within the local cultural context, this was beyond the scope of the current study. Future research could address this gap by incorporating local perspectives, enabling a deeper understanding of the dynamics between tourists and locals, including the role of gender and cultural background in shaping apology interactions.

This study provides valuable insights into the apology strategies employed by international tourists visiting Saudi Arabia; however, it is not without limitations. The study relied on focus group data, which, while providing rich, descriptive insights, inherently limits the generalizability of the findings due to the small sample size and participant demographics. Additionally, the focus groups were conducted with tourists visiting urban settings, such as Riyadh, Jeddah, and Mecca, which are hubs of tourism infrastructure and cultural activity. As a result, the study does not capture the dynamics of cross-cultural interactions in rural or less-developed regions of Saudi Arabia, where norms and expectations may differ significantly.

Future research should address this limitation by including rural settings to explore whether apology strategies and cultural exchanges vary across different geographical and socio-economic contexts within the Kingdom. This would provide a more holistic understanding of how cultural settings influence cross-cultural interactions and apology strategies.

Implications for tourism and policy

The findings of this study have several important implications for tourists, tourism operators, and policymakers in Saudi Arabia. First, the study highlights the need for greater cultural awareness and sensitivity among international tourists visiting the Kingdom. Tourists who are unfamiliar with local customs, particularly those related to dress codes, gender norms, and religious practices, may find themselves needing to apologize for unintentional offenses. To mitigate these challenges, tourism operators should consider providing cultural orientation programs that educate tourists about Saudi customs and norms, including appropriate apology strategies.

Second, the study underscores the importance of language proficiency in cross-cultural communication. Tourists who make an effort to use Arabic when offering apologies are more likely to have their apologies accepted by locals, particularly in situations involving religious or cultural offenses. Tourism operators and language schools could offer basic Arabic language courses to tourists, focusing on key phrases and cultural contexts that are likely to arise during their stay.

Third, the findings suggest that policymakers in Saudi Arabia should consider implementing more culturally sensitive tourism policies. While Saudi Arabia’s rich cultural and religious heritage offers unique opportunities for international tourists, it also presents challenges for those unfamiliar with local norms. Policymakers could develop guidelines or informational materials that provide tourists with practical advice on how to navigate social interactions, including when and how to offer apologies.

Finally, future research should explore how apology strategies differ across other regions of the Arab world, as well as in other culturally rich tourism destinations. Comparative studies could provide further insights into the role of language, culture, and power dynamics in shaping apology behavior, helping to inform more effective tourism strategies in diverse cultural contexts.