Understanding Tourists' perspective on culture and heritage tourism in Saudi Arabia: case study Diriyah

Abstract

This research examines tourists' experiences in Diriyah through the lens of the Experience Economy Model (EEM). Utilizing qualitative methods, particularly semi-structured interviews, the study explores tourists' motivations, and perspectives, and compares experiences between international and local visitors. The study validates the relevance of the EEM in the context of cultural and heritage tourism, particularly in Diriyah. It demonstrates that experiential elements—education, enjoyment, aesthetics, and escapism—significantly influence visitor satisfaction. The findings reveal that tourists are driven by various motivations, including cultural curiosity, social media influence, and the desire for social gatherings. Repeat visitors often seek the ambience and opportunities for social gatherings, while first-time visitors are drawn by curiosity. The study highlights the significant impact of aesthetic elements, such as lighting and heritage preservation, on enhancing tourists' experiences. These elements contribute to visitors' feelings of escapism, helping them break away from their daily routines. The insights provided are valuable for researchers and Saudi tourism professionals aiming to enhance tourist experiences and guide future research. This study enriches the existing body of knowledge by offering a detailed understanding of tourists' experiences in a previously understudied destination.