The Role of Riyadh Season in Promoting Tourism: A Comparative Study of Visitor Experiences

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.