Exploring Attitudes and Awareness of Saudi Tourism On the Importance of Museums in the Kingdom of Saudi Arabia

Abstract

Background:

Saudi Arabian museums have experienced significant transformation under Vision 2030, with expanded exhibition spaces, interactive galleries, and digital initiatives designed to preserve national heritage and boost cultural tourism. Although these investments have modernized infrastructure and enhanced institutional capabilities, there is limited understanding of how visitors perceive and engage with these evolving cultural venues

Purpose:

This study aimed to fill that gap by exploring international and domestic visitors’ awareness of Saudi museums, their motivations for attending, and the barriers that deter engagement. The objective was to generate evidence-based recommendations to improve accessibility, interpretive depth, and overall visitor experience.

Methods:

Adopting an interpretivist framework, the research employed semi-structured interviews with fifteen carefully selected participants—eight residents and seven tourists—who had visited major Riyadh and Jeddah museums within the past year. Interviews were conducted remotely over a three-month period, each lasting between 45 and 60 minutes. Transcripts were analyzed thematically, following a systematic six-phase process including familiarization, coding, theme development, and synthesis, supported by qualitative data-management tools to ensure rigor and transparency.

Results:

The findings revealed that while general awareness of museums as cultural custodians is high, perceptions vary based on narrative inclusivity and exhibit interactivity. Key motivations included intellectual curiosity, emotional connection to heritage, social influence, and the allure of immersive experiences. Major barriers encompassed logistical challenges such as admission costs, transportation limitations, and wayfinding issues, as well as informational gaps stemming from inconsistent marketing and language accessibility. Participants proposed strategies including rotating regional exhibits, balanced use of technology, tiered ticketing, improved transit partnerships, and expanded multilingual resources.

Conclusion:

This study demonstrates that adopting a visitor-centered, hybrid approach—combining inclusive storytelling, calibrated digital enhancements, and targeted accessibility measures—can transform Saudi museums into dynamic cultural hubs. These insights provide a strategic framework to support sustainable cultural tourism development aligned with national objectives.