Assessing the Influence of Riyadh Season in Transforming Visitor Perceptions of Riyadh as a Premier Tourist Destination

Abstract

The study investigates the impact of Riyadh Season on visitors’ perception of Riyadh as a premier tourist destination. Specifically, it explores the impact on visitors’ perceptions, key factors contributing to these perceptions, the intention to revisit, and the economic implications for Riyadh as a tourism destination. The study adopts a quantitative research design with a descriptive approach. The target population is adults who have visited during Riyadh Season, including both domestic and foreigners. Convenience sampling is adopted as the sampling technique, with a sample size of 100. Thereafter questionnaires are used to collect data, and descriptive analysis is used to analyse the results The results reveal that Riyadh Season has a positive impact on the perception of Riyadh as a premier tourist destination. Key factors contributing to the positive perception are also identified. These include a wide variety of activities available to visitors, such as entertainment, cultural and traditional shows, the level of organization and management of the event, the availability of local food and beverages, and the presence of shopping and markets. However, a few negative elements are identified. These include the high costs of goods and services, crowding and queues, the absence of information and signage for directions and updates, and inadequate transportation to move from one area to another. The majority of visitors also express the intention to revisit. Regarding the economic implications, the results show that Riyadh Season plays a key role in job creation, infrastructure development and general economic growth. The study recommends the introduction of clear means of communication and signage to make movement easier, as well as the provision of more cultural and traditional activities because visitors are found to like these a lot. Finally, there is a need to ensure that the economic impact is felt by all, not just a few.