Factors Affecting Tourists’ Attitude and the Visit Intention Towards the Kingdom of Saudi Arabia for Non-Religious Tourism

Abstract

This research investigated the impact of conative destination image, perceived security, electronic word-of-mouth (e-WOM), and travel motivation on tourist attitude and the visit intention towards the Kingdom of Saudi Arabia (KSA) as a tourism destination. The study also examined the mediating role of tourist attitude and the moderating effects of demographic factors like age, gender, education, income, and religious orientation. A quantitative approach utilising surveys was employed to collect data from 536 tourists. Structural equation modelling (SEM) was used to analyse the relationships presented in conceptual framework integrating the Theory of Planned Behaviour and Self-Determination Theory. The findings revealed that conative destination image, perceived security, and motivations for relaxation and cultural exploration positively influenced tourist attitude, which in turn, positively affected the visit intention. However, e-WOM did not significantly impact attitude or intention. Tourist attitude mediated the relationships between the antecedent factors and the visit intention. Gender and religious orientation moderated the attitude–intention relationship, with women and non-Muslims exhibiting lower visit intention rates compared to men and Muslims, respectively. The research highlights the importance of strategically managing the destination image, addressing security concerns, and catering to diverse travel motivations, especially cultural exploration and relaxation. It provides insights for Saudi tourism authorities to enhance marketing efforts, infrastructure development, and inclusive strategies to attract a broader range of tourists, particularly women and non-Muslim travellers. The study contributes to theoretical understanding of tourist decision-making processes and has practical implications for destination marketing and policy formulation aligned with Saudi Vision 2030’s tourism objectives. Keywords: Kingdom of Saudi Arabia, tourism, perceived security, conative destination image, travel motivation, tourist attitude, tourist visit intention