- Title
- Drivers of travellers’ visiting intentions to an emerging tourist destination: the case of Saudi Arabia
- Creator
- Alhamoud, Ali
- Relation
- University of Newcastle Research Higher Degree Thesis
- Resource Type
- thesis
- Date
- 2024
- Description
- Research Doctorate - Doctor of Philosophy (PhD)
- Description
- While there has been a substantial body of research on tourism marketing spanning the last four decades (Santos et al., 2022; Yang et al., 2022), it is apparent that there is a notable dearth of studies focusing on cross-cultural tourism, particularly concerning Muslim countries. The research landscape regarding the marketing strategies of Middle Eastern nations, especially those with a Muslim-majority population like Saudi Arabia, reveals a significant gap in their efforts to attract tourists from non-Muslim or Western countries. The Saudi Arabian government is actively pursuing a policy away from its historical reliance on oil, with tourism being identified as a pivotal sector for economic diversification. This study aimed to elucidate the essential attributes that mould the perceived tourism destination image. This comprehension was derived from a meticulous analysis of qualitative data sources, encompassing content discovered on the internet (via Netnography) and insights gathered from semi-structured interviews. An integral aspect of this research was examining the mediating role of the destination image in establishing the connection between its attributes and the expected actions or behaviours of tourists. Through qualitative analysis, this study delineated the multifaceted nature of the destination image by assessing the effect of pivotal constructs. These constructs underwent rigorous scrutiny within the context of their impact on selected dimensions of destination image, specifically the cognitive and affective attributes. Beyond these two conventional facets, the study also recognised additional elements that surfaced through a comprehensive review of pertinent literature and were subsequently corroborated through qualitative analysis. These novel dimensions, Destination Quality, Food, Safety, Social Media Influence, Word of Mouth, Travel Curiosity and Variety Seeking, hold the key to furnishing a more extensive and nuanced comprehension of the factors that shape the emerging destination image, thus exerting a significant impact on a traveller's intention to visit. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to examine the eleven hypotheses devised for this research to determine the desired complex and multidimensional attributes. Specifically, this analysis revealed that positive cognitive and affective images of a destination confidently influence the intention to visit. However, the perception of high-quality destinations did not significantly influence the intention to visit. It was observed that the level of safety and quality of food at a destination are factors in shaping the intention to visit, indicating the importance of security and culinary experiences in attracting tourists. Interestingly, a high level of safety at a destination was found to have a positive influence on the intention to visit. Additionally, travel curiosity emerged as a potent driver of the intention to visit a destination, underscoring the significance of intrigue and the appeal of the unknown. Conversely, it was observed that Social Media Interaction (SMI) and Word-of-Mouth (WOM) communication did not substantially affect the intention to visit, suggesting that travellers may prioritise more authentic and first-hand information sources. Furthermore, variety-seeking behaviour emerged as a significant factor in enhancing the objective to see an emerging destination. Both intrinsic and extrinsic motivations within this behaviour were identified as contributors to the intention, aligning with the prevailing trend of experiential travel. Stereotypes related to an emerging destination significantly contributed to its reputation, particularly amiability. In contrast, competence was irrelevant, indicating that tourists may prioritise emotional connections over perceptions of efficiency or capability. This study established that a destination's good reputation influences the intention to visit, emphasising the crucial role of reputation management and destination branding in attracting tourists. The research shed light on the intricate interplay among various factors that shape the emerging destination's image. The study's comprehensive exploration of diverse attributes, encompassing cognitive, affective, experiential and digital aspects, provides a robust framework for analysing destination image. This framework can prove valuable for future researchers, offering them the option to utilise, adapt, or expand upon it when investigating other emerging destinations or conducting comparative studies. The contextual depth of this approach encourages a more profound exploration of destination image while considering the cultural, social, economic, and technological subtleties. The specific findings concerning the emerging destination image of Saudi Arabia present an opportunity for cross-cultural research. Contrasting these insights with data from other cultural, regional, or developing parts of the world can enable researchers to pinpoint universal principles and context-specific variations in destination image formation. Such comparative analyses can advance the theoretical comprehension of how destination images are shaped and perceived. Nonetheless, these findings collectively yield valuable theoretical insights and practical implications for policymaking and strategic planning. It has the potential to enhance the understanding of the formation of emerging destination images and provide actionable guidance, which is particularly pertinent to the evolving tourism sector in Saudi Arabia. These insights transcend mere theory, providing practical applications that can benefit policymakers and tourism industry stakeholders.
- Subject
- tourism; marketing; Saudi Arabia; destination image
- Identifier
- http://hdl.handle.net/1959.13/1497145
- Identifier
- uon:54303
- Rights
- Copyright 2024 Ali Alhamoud
- Language
- eng
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| Thumbnail | File | Description | Size | Format | |||
|---|---|---|---|---|---|---|---|
| View Details Download | ATTACHMENT01 | Thesis | 3 MB | Adobe Acrobat PDF | View Details Download | ||
| View Details Download | ATTACHMENT02 | Abstract | 329 KB | Adobe Acrobat PDF | View Details Download |