The Role of Riyadh Season in Promoting Tourism: A Comparative Study of Visitor Experiences
Date
2024-06-27
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Publisher
Leeds Beckett University
Abstract
The research investigates Riyadh Season's impact on tourism promotion in Saudi
Arabia, exploring visitors' experiences and perceptions. Saudi Arabia, transitioning from
oil reliance, prioritizes tourism growth through Vision 2030 initiatives. Riyadh Season, a
significant event, attracts diverse visitors, driving economic and cultural development.
The study aims to compare Riyadh Season's effectiveness with theoretical frameworks
like competitiveness theory, social exchange theory, destination marketing, local
branding, cultural tourism theory and other events. By using these theories its historical
significance is assessed, and visitors' experiences are understood. Through a
quantitative approach, the research utilizes secondary literature and a survey to analyze
Riyadh Season's influence on tourism and its connections to visitors' perceptions.
Findings suggest Riyadh Season positively impacts tourism, attracting visitors with its
cultural richness and diverse offerings. Social media emerges as a key communication
channel, strengthening event visibility and engaging visitors. Additionally, promoting
positive interactions between tourists and locals enhances destination competitiveness
and visitor satisfaction. Recommendations include expanding research to include non-
Saudi national perspectives, enriching the understanding of Riyadh Season's
international perception. Ultimately, the study contributes to Saudi Arabia's tourism
strategy, highlighting Riyadh Season's role in shaping the nation's tourism landscape
and promoting international engagement.
Description
Keywords
audi Arabia Tourism Promotion Vision 2030 Visitor Experience Competitiveness Theory Social Exchange Theory Destination Marketing Local Branding Cultural Tourism Social Media International Perception Economic Development Cultural Development