EXPLORING DOMESTIC TOURISTS' SATISFACTION WITH HERITAGE DESTINATION ATTRIBUTES: A HOLSAT MODEL, CASE STUDY: HISTORIC JEDDAH, SAUDI ARABIA

Abstract

Historic Jeddah, a UNESCO World Heritage Site, represents one of the most significant heritage tourism destinations in Saudi Arabia. Despite its cultural and historical importance, tourist satisfaction with Historic Jeddah has not been systematically examined, especially from the perspective of domestic visitors. This gap is critical, as understanding tourists’ expectations and experiences is essential for enhancing service quality, improving infrastructure, and sustaining the city’s competitiveness in the growing heritage tourism sector. The novelty of this study lies in the adaptation and application of the Holiday Satisfaction (HOLSAT) model to Historic Jeddah, integrating demographic analysis with a systematic assessment of expectation–experience gaps across cultural and historical appeal, accessibility and mobility, facilities and services, hospitality, and value-for-money. Data were collected through an online survey conducted between June and July 2025, yielding 421 valid responses from domestic tourists across the five regions of Saudi Arabia. Descriptive statistics profiled tourist demographics, frequency of visiting, and travel purpose, while paired-sample t-tests identified expectation–experience gaps. Correlation analysis and multiple regression were then employed to examine the influence of HOLSAT dimensions on overall satisfaction. Reliability testing confirmed strong internal consistency across all dimensions (Cronbach’s α > 0.88). The results show that overall satisfaction was positive, with cultural and historical appeal and hospitality exceeding expectations. In contrast, negative gaps were found in facilities & services and accessibility & mobility, particularly in toilet availability, disability access, and road signage. Regression analysis further revealed that experiences were stronger predictors of satisfaction than expectations, with hospitality emerging as the most influential factor, followed by cultural & historical appeal, while value-for-money had a mixed effect. The study contributes to tourism research by providing empirical evidence on how HOLSAT dimensions shape satisfaction in a Middle Eastern UNESCO heritage context, offering a framework that can be applied to similar destinations. Practically, the findings highlight the need for targeted improvements in infrastructure and pricing strategies, alongside sustained investment in heritage preservation and hospitality training. By addressing these areas, policymakers and tourism managers can enhance visitor experiences, strengthen repeat visitation, and support the long-term sustainability of Historic Jeddah as a world-class heritage tourism destination.