Impact of large-scale events on destination image: A Case study of Riyadh Season

Abstract

This study investigates the impact of Riyadh Season, a large-scale event in Saudi Arabia, on the destination image of Riyadh. Event tourism, particularly festivals and cultural celebrations, is recognized as a crucial driver for enhancing the appeal of tourism destinations. The research examines how these events transform tourists' perceptions and contribute to the positive branding of a destination. Saudi Arabia, under the Vision 2030 plan, aims to diversify its economy and reduce reliance on oil by promoting tourism. The Riyadh Season, introduced in 2019, features various cultural, entertainment, and sports activities designed to attract both local and international tourists. The research employs a qualitative approach, utilizing semi-structured interviews with international and domestic tourists to gather insights into their experiences and perspectives. The findings indicate a significant enhancement in Riyadh's image, shifting from a functional city to a vibrant cultural and entertainment hub. Tourists reported high levels of satisfaction, attributing their positive experiences to the quality and organization of events, the diversity of activities, and the overall welcoming atmosphere. The study identifies key motivators for attendance, including curiosity about Riyadh's transformation, strong recommendations from peers, and the availability of family-oriented attractions. The likelihood of repeat visits is high, contingent on addressing challenges such as congestion, high costs, and logistical issues. Recommendations for future improvements include better crowd management, affordability measures, and enhanced information dissemination. Overall, Riyadh Season significantly contributes to the city's destination image, supporting the broader objectives of Vision 2030. The study highlights the importance of strategic event planning and promotion in transforming perceptions and fostering tourism growth. Future research should explore the long-term effects of such events on urban development and tourism sustainability.