"Fozan Alfarshouty holds a Bachelor of Business Administration, double-majoring in Marketing and Management, from a Canadian university, and a Master of Science in International Marketing from a US institution. Currently, he is a PhD candidate in Marketing Tourism at Queen Mary University of London, United Kingdom, with a research focus on the intersection of marketing, tourism, and technology. Specifically, he investigates how emerging technologies such as social media platforms, mobile apps, and AI can be leveraged to enhance tourists' engagement with local culture, consumption of local products, and overall destination experience in NEOM, Saudi Arabia.’’