Under the new Vision 2030 national transformation plan, the kingdom of Saudi Arabia seeks to increase number of annual pilgrims from eight million to thirty million. If oil has certain limits, then pilgrimage is framed as lasting “forever.” But this exuberant claim of “forever” belies a more subtle transformation unfolding at the level of knowledge, technology, and hospitality as Mecca and its crowds are made and re-made into a resource for a national economy. This dissertation examines the Saudi state’s efforts to manage, and ultimately intensify and optimize Mecca’s pilgrimage through new sciences and technologies of crowd management, logistics, and secular hospitality. I demonstrate how these new forms of knowledge production operate in tension with older and decidedly more Islamic ways of knowing, managing, and belonging in the holy city. Instead of approaching religious knowledge and secular knowledge as discrete spheres, my research explores their entanglements and aporias across a range of techno-political practices: navigation, hospitality, urban planning, systems thinking, crowd management, and optimization. Ultimately, I explore how in this moment of ritual intensity, the cosmopolitan logics of the holy city come to be blunted.

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Thesis submitted in fulfilment of the requirements for the degree Master of Technology: Tourism and Hospitality Management in the Faculty of Business at the Cape Peninsula University of Technology 2013 / This thesis is concerned with the service delivery received by pilgrims based in South Africa, especially with regards to services and amenities that were paid for and promised in the contract, but which may not have materialized. The focus on Hajj travelling can be viewed as an aspect of religious tourism (so to speak). Currently there is a dearth of research on this particular spiritual journey in South Africa. For this reason, this research aims to elucidate the service delivery components, processes and challenges. The researcher finds it necessary to research this topic because pilgrimage constitutes part of religious tourism and the policies governing the Hajj industry, as well as the operational aspects of the Hajj industry are unclear. Problems such as poor service standards, lack of business ethics and malpractice exist in the Hajj industry. The main challenges in the South African Hajj industry are: a) Lack of mainstream travel and tourism practices in the South African Hajj industry. b) Absence of a service and quality driven industry. c) Difficulty in acquisition of travel documentation for pilgrims. d) Lack of business ethics and malpractice by service providers. e) Limitations on travel through the newly introduced quota system by the Hajj Ministry of the Kingdom of Saudi Arabia (KSA). In 1994 the South African Government formed the South African Hajj and Umrah Council, (SAHUC) and is a nationally based constituted organisation. This organisation is officially recognised by the Kingdom of Saudi Arabia as the official structure responsible and accountable for facilitating the affairs of the South African pilgrims within South Africa and the Kingdom of Saudi Arabia (SAHUC, 2005). The researcher intends on addressing the above-mentioned challenges through developing a service delivery framework that will help alleviate the problems in the industry between South African Hajj role players. The framework is aimed at identifying current gaps between supply and demand in the Hajj industry as well as providing recommendations for the future.

The global increase in the number of mass gatherings and crowded events has brought with it new emergencies and unintended consequences for public administrators and first responders. Crowd managers attempt to overcome these challenges by enhancing operations, alleviating financial losses, keeping event organizers safe from liability and, most importantly, keeping the attendees safe. Effective communication among and between officials and guests has been identified as a key element in this process. However, there is a lack of risk communication studies, especially about heterogeneous crowds that congregate at religious events. With this gap in mind, this research aims to investigate the use of major communication channels available and/or preferred by Muslim pilgrims in Makkah, Saudi Arabia during Hajj to gauge their effectiveness in communicating risk information. This annual religious pilgrimage was chosen because it attracts over 2 million pilgrims from more than 140 countries, most of whom speak different languages and belong to different cultures but perform the same rituals at the same time. This dissertation seeks to answer three broad research questions: “what are the most popular communication channels used by pilgrims,” “what are the weaknesses of the current communication strategies,” and “what can be done to improve risk communication among pilgrims, and between pilgrims and authorities to enhance crowd control and crowd management strategies.” The protective action decision model (PADM) is used as the theoretical framework to understand the influence of six factors (environmental cues, social cues, information sources, channel access and preferences, warning messages, and receiver characteristics) on risk communication. In collaboration with the Transportation and Crowd Management Center of Research Excellence (TCMCORE) of Saudi Arabia, a convenience sampling strategy was employed to interview 348 pilgrims in the Prophet’s Mosque area, during the Hajj of 2013. The surveys were conducted in Arabic and English and included pilgrims from different backgrounds and countries. Data analysis included an evaluation of the correlation between the use of risk communication channels and receiver characteristics, message content, and information sources. Findings highlight low percentages in the overall use of communication channels. It also demonstrated an over-dependence on channels that foster the passive top-down communication strategy (such as TV stations, messages at mosques, billboard, text messages, and pamphlets), while marginalizing channels that foster the horizontal and bottom-up strategies (such as bilingual staff outreach and social media). The findings also show the differences in risk communication channels used by pilgrims from different socio-demographic groups. The study concludes that adopting bottom-up and horizontal strategies is key to effective risk communication. Additionally, crowd managers must recognize the importance of social media and use this medium more proactively. They can also work towards increasing the overall effectiveness of risk communication channels by addressing the impact of information sources, channel access, and receiver characteristics to better suit the needs of pilgrims. Finally, the study states the limitations and future research directions.