EXPLORING THE VISIT MOTIVATION OF SAUDI VISITORS WITHIN JEDDAH SEASON FESTIVAL: THE RELATIONSHIP AMONG VISITORS MOTIVATION, SATISFACTION, AND WORD-OF-MOUTH RECOMMENDATIONS

Abstract

In Saudi Arabia, the emergence of tourism festivals, commonly called 'seasons,' has become a significant cultural and entertainment phenomenon. This shift is largely due to the 2030 Vision, which aims to diversify the tourism sector beyond its traditional focus on religious pilgrimages. These festivals have quickly gained popularity, experiencing a dramatic influx of visitors. This surge is likely due to the novelty of offering new and unique experiences previously unavailable in a destination traditionally limited to religious tourism. Given the relative newness of these events, there remains a significant gap in understanding how tourists perceive and engage with them. It is crucial to pay attention to these perceptions, as they directly influence the festivals' long-term success and sustainability. Understanding how Saudi tourism festivals are perceived from a tourist's perspective is crucial in assessing their success. Ensuring the success of these festivals will require a deeper exploration into visitor motivations and experiences. This research aims to thoroughly investigate the motivations of visitors attending tourism festivals in Saudi Arabia, with a specific focus on the Jeddah Seasons. Only Saudi Arabian visitors were considered. Besides, the influence of motivation on overall satisfaction, followed by the influence of overall satisfaction on word-of-mouth recommendations, was examined. Data were collected via a self-administered online survey, yielding 400 usable responses. This study Implements the repeated indicators approach and adapted motivation scales as a second-order PLS-SEM from dimensions including Socialization, Family Togetherness, Escape, Novelty, Festival Attraction, and Cultural Exploration. The study revealed that Cultural Exploration and Festival Attraction were the most influential motivational factors, while Socialization and Escape were identified as the least influential. Additionally, the study revealed high satisfaction levels among respondents, alongside a strong likelihood of spreading positive word-of-mouth recommendations. This demonstrates that the Jeddah Season effectively delivers satisfying experiences that visitors are eager to share, thereby enhancing the event's reputation and encouraging ongoing visitor engagement. The primary contribution of this study lies in its development of a detailed model of visitor motivations tailored specifically to Saudi tourism festivals, providing essential insights for event organizers and marketers. This model fills a critical research gap and serves as a strategic tool for improving festival design and marketing initiatives in Saudi Arabia. By addressing this notable gap in existing research, this study aligns with Saudi Arabia's strategic shift in tourism, making a significant contribution to both academic literature and industry practice.