(Exploring Sustainable Adventure Tourism Development in Alula , Ksa)

Abstract

The aim of this study is to evaluate AlUla’s viability as a premier locale for sustainable adventure tourism within the context of Saudi Arabia’s Vision 2030 initiative. Primary data was collected via an online survey disseminated to both domestic and international travelers, examining their motivations, perceptions, expectations regarding sustainability, and intentions towards loyalty. The results indicate that visitors exhibit a profound attraction to AlUla’s natural landscapes, cultural heritage, and dedication to sustainable practices. Environmental stewardship emerged as a pivotal factor affecting tourist loyalty. In light of the findings, it is advised that AlUla persist in its investments in eco-friendly infrastructure, community engagement, and cultural tourism experiences. Furthermore, amplifying digital marketing strategies is recommended to bolster AlUla’s reputation and competitive stance in the global adventure tourism sector.