Evaluating International Tourist Satisfaction in Riyadh’s Luxury Hotels

Abstract

In the context of Riyadh’s rapidly expanding luxury hospitality sector and its emergence as a global destination, understanding the key drivers of international tourist satisfaction is crucial. This study evaluates the determinants of overall guest satisfaction in the city’s four- and five-star hotels using a modified performance-only service quality (SERVPERF) model, augmented with a proposed Digital Service Quality (DSQ) dimension. A quantitative, deductive approach was adopted. Data was collected via an online questionnaire hosted on JISC Online Surveys, targeting non-resident international tourists who had stayed in Riyadh within the past eighteen months. From 129 initial responses, a cleaned sample of 104 valid cases was retained for analysis. The respondents represented diverse regions and age groups, with a majority staying between four and seven nights. Data was analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM), which enabled simultaneous evaluation of the measurement and structural models. The findings reveal that the proposed model explains 52.5% of the variance in overall guest satisfaction. Tangibles and Responsiveness emerged as the strongest and most statistically significant predictors. DSQ had a positive but marginal effect, while Reliability, Assurance and Empathy were not significant once the other dimensions were modelled. The study contributes theoretically by empirically testing an extended service quality framework that integrates the digital dimension alongside classical constructs. Practically, it provides actionable guidance for hotel managers in Riyadh to prioritise investment in maintaining world-class physical environments and engineering responsive service systems. More broadly, the results offer insights for scholars and practitioners seeking to understand how hybrid human–digital service encounters shape guest satisfaction in competitive luxury markets.