To visit or not to visit? Visitor motivations and non-visitor perceptions of museum visitation in Riyadh, Kingdom of Saudi Arabia

Abstract

This study focusses on the development of museum visitation in the Kingdom of Saudi Arabia (KSA). The launch of the Kingdom's Vision 2030 led to the establishment of the Ministry of Culture, which is responsible for overseeing the development of the cultural sector. Under the Ministry of Culture's umbrella, the Museums Commission was established to oversee the management of the museum sector in the Kingdom. Since its inception, the Museums Commission has implemented a variety of strategic initiatives and development plans to improve existing museums and establish new ones, with significant investments aimed at improving the KSA's museum landscape. The Museums Commission is responsible for developing new strategies to develop existing museums and establish new museums to attract more visitors. One of the most pressing concerns facing museums in the Kingdom is limited community engagement and low numbers of museum visitations by Saudi nationals. This research aims to bridge this gap by providing an understanding of visitor motivations and non-visitor perceptions of museum visitation in the KSA. It does so by examining why some individuals go to museums and others do not, and what this means for the development of a museum going public in KSA. It analyses the role of museums in the KSA in raising awareness of cultural heritage and supporting the developing cultural tourism sector. Furthermore, this research expands our understanding of museum development in non-Western nations.

The study uses a mixed-methods qualitative approach to analyse museological development and uptake of museum visitations in the KSA. Through a case study of a national museum in Riyadh, Saudi Arabia, the research contributes to Gulf museological discourses by asking, “How do national museums present and facilitate access to cultural heritage in Saudi Arabia?” The study's findings reveal a discrepancy between the Saudi Arabian perception of a museum, which primarily focusses on material objects and confines itself to the past rather than the present, and the broader, more inclusive view of heritage that encompasses both tangible and intangible aspects. The research reveals that educational, cultural, and social factors drive museum visitation in KSA which are culturally specific and illuminate our understanding of museum development in the Gulf States. The study identifies several barriers to attendance and suggests strategies for improving museum engagement with the community to increase interaction and improve access to museums in the Riyadh region of Saudi Arabia.