Factors Affecting Tourists’ Attitude and the Visit Intention Towards the Kingdom of Saudi Arabia for Non-Religious Tourism
| dc.contributor.advisor | Dr Mohamed Yacine Haddoud, | |
| dc.contributor.author | ALENIZI, SALEM NAIF | |
| dc.date.accessioned | 2024-09-21T06:49:18Z | |
| dc.date.available | 2024-09-21T06:49:18Z | |
| dc.date.issued | 2024-05 | |
| dc.description.abstract | Studying Saudi Arabia as a tourism destination is crucial due to its unique position as a pivotal site for both religious and non-religious tourism. While it has long been revered for its significance in religious tourism, the recent diversification into non-religious attractions highlights its emerging role as a versatile global destination, making a comprehensive analysis of these tourism dimensions increasingly important. This research investigated the impact of conative destination image, perceived security, electronic word-of-mouth (e-WOM), and travel motivation on tourist attitude and the visit intention towards the Kingdom of Saudi Arabia (KSA) as a tourism destination. The study also examined the mediating role of tourist attitude and the moderating effects of demographic factors like age, gender, education, income, and religious orientation. A quantitative approach utilising surveys was employed to collect data from 536 tourists. Structural equation modelling (SEM) was used to analyse the relationships presented in conceptual framework integrating the Theory of Planned Behaviour and Self-Determination Theory. The findings revealed that conative destination image, perceived security, and motivations for relaxation and cultural exploration positively influenced tourist attitude, which in turn, positively affected the visit intention. However, e-WOM did not significantly impact attitude or intention. Tourist attitude mediated the relationships between the antecedent factors and the visit intention. Gender and religious orientation moderated the attitude–intention relationship, with women and Muslims exhibiting lower visit intention rates compared to men and non-Muslims, respectively. This research underscores the need for Saudi tourism authorities to strategically manage destination image, enhance safety and security, since KSA is politically stable and crime is the primary risk applicable. The research also addresses diverse travel motivations such as cultural exploration and relaxation. Key recommendations include refining marketing efforts, improving infrastructure, and implementing inclusive policies to attract a broader tourist demographic, particularly women and non-Muslims. By advancing theoretical insights into tourist decision-making, this study offers actionable guidance for effective destination marketing and policy development, supporting the goals of Saudi Vision 2030’s tourism agenda. Keywords: Kingdom of Saudi Arabia, tourism, perceived security, conative destination image, travel motivation, tourist attitude, tourist visit intention | |
| dc.identifier.other | 21000008 | |
| dc.identifier.uri | https://bspace.buid.ac.ae/handle/1234/2698 | |
| dc.language.iso | en | |
| dc.publisher | The British University in Dubai (BUiD) | |
| dc.subject | Kingdom of Saudi Arabia, tourism, perceived security, conative destination image, travel motivation, tourist attitude, tourist visit intention | |
| dc.title | Factors Affecting Tourists’ Attitude and the Visit Intention Towards the Kingdom of Saudi Arabia for Non-Religious Tourism | |
| dc.type | Thesis |