Residents Attitudes, Motivations and Demand Toward Wellness Tourism, in Saudi Arabia.

Abstract

This dissertation explores public attitudes and motivations towards wellness tourism in Saudi Arabia, a burgeoning sector identified under Vision 2030 to diversify the national economy and boost the tourism. Utilizing a quantitative methodology, this study analyzes data from a self-administered online questionnaire, distributed across various social media platforms, reaching a demographically diverse group of 90 respondents residing in Saudi Arabia. The findings highlight a significant interest in wellness tourism based on push and pull motivational factors, such as health enhancement, rest and relaxation as push factors and hygiene and cleanliness as pull factors to visit a wellness destination. The study reveals a strong inclination towards domestic wellness experiences, with preferences for activities that integrate physical health with cultural enrichment, such as spa treatments, meditation, and traditional Chinese and Indian medicine. This research contributes to the understanding of local consumer behaviours and supports the development of targeted wellness tourism strategies in Saudi Arabia. It underscores the potential of wellness tourism as a strategic component in boosting domestic tourism and economic growth, aligning with broader economic diversification goals. Recommendations for future research include qualitative study concentrating on the experiences and feedback of past wellness tourists in Saudi Arabia could significantly advance understanding of the sector.