Quantitative Investigation of AlUla Town’s Destination Image among UK and Gulf Residents: A Comparative Study

Abstract

Abstract

Background

This study aims to fill a significant gap in understanding AlUla Town's destination image, which lacks comprehensive research despite its cultural and historical importance. By examining the influence of modern technology and immersive digital content, the study explores how these elements shape perceptions of AlUla among UK and Gulf residents. This research contributes to understanding how technological advancements can enhance destination marketing, aligning with Saudi Vision 2030's objectives to diversify the economy through tourism and promote AlUla as a key destination.

Methods

The methodology for this study included a cross-sectional survey design using Qualtrics, an online survey platform, to gather participant data. Two surveys were employed: one featured video content, while the other utilized text descriptions. The study aimed to assess how different media formats impact perceptions of AlUla Town's destination image among UK and Gulf residents. This study utilized quota sampling to ensure a balanced representation of UK and Gulf residents, allowing for a comprehensive analysis of AlUla Town's destination image perceptions across diverse cultural contexts. Data collected through these surveys were analyzed using SPSS version 25, allowing for descriptive and inferential statistical analyses to evaluate the research hypotheses and ensure comprehensive insights into participants' intentions and perceptions.

Findings

Data analysis from 320 participants via an online survey provided insightful findings supporting the research aims. The study revealed that AlUla's attractiveness significantly influences tourists' intention to visit, showing a strong correlation between allure and tourist interest. Additionally, immersive video content was more effective than textual content in boosting visit intentions and capturing potential tourists' attention. Rich media content proved effective across demographics, enhancing AlUla's appeal. Notably, UK consumers demonstrated a higher intention to visit AlUla than Gulf residents when exposed to immersive video content, suggesting regional variations in media consumption influence promotional strategy effectiveness.

Conclusion

This study suggests that AlUla Town can enhance its tourism appeal among UK and Gulf residents by implementing culturally tailored marketing strategies. Incorporating immersive and interactive content, such as virtual reality tours showcasing AlUla's historical and cultural attractions, could significantly boost engagement for UK residents. Additionally, emphasizing luxury and exclusive experiences may attract Gulf residents. By collaborating with regional influencers and offering promotional incentives, AlUla can enhance its visibility and appeal across these markets, ultimately fostering stronger connections and higher satisfaction rates among international tourists.