Evaluating the Influence of Riyadh Season on Elevating Visitor Satisfaction in Alignment with the Attainment of Vision 2030 Objectives

Abstract

This study examines the impact of Riyadh Season, a major cultural event in Saudi Arabia, on visitor satisfaction and its alignment with Vision 2030 objectives. The research employs a pragmatic and deductive approach, focusing on quantitative analysis. An online questionnaire survey using Likert scale and close-ended questions was conducted, targeting 147 attendees of Riyadh Season. Random sampling techniques ensure the generalisability of findings, while a pilot study is conducted to refine research instruments and procedures. Data analysis involves thematic analysis supported by Atlas.ti software, ensuring a systematic examination of participant feedback. The research aims to assess the influence of Riyadh Season on visitor experiences, engagement levels, and overall satisfaction, providing valuable insights into the alignment of Riyadh Season with the strategic aims of Vision 2030. The study also explores how demographic factors like age, gender, and cultural background affect participants' satisfaction during Riyadh Season, aiming to understand their diverse experiences and preferences. Furthermore, the research investigates the sustained benefits and challenges faced by local businesses, hospitality services, and tourist attractions, providing recommendations for policymakers to ensure the continued positive contribution of Riyadh Season to the economic and cultural development of Saudi Arabia.