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Open Access
Article
Publication date: 28 February 2023

Ghadeer Kayal

The purpose of this paper is to provide comprehensive, theoretical and practical knowledge that will assist decision-makers in making informed decisions when promoting several…

1984

Abstract

Purpose

The purpose of this paper is to provide comprehensive, theoretical and practical knowledge that will assist decision-makers in making informed decisions when promoting several religious sites in the Kingdom of Saudi Arabia (KSA). Specifically, this study examines the popularity of several religious sites, the personas of prospective visitors and their intentions to visit.

Design/methodology/approach

The study uses several methodological approaches to fulfil its main objective, namely, Google Trends analysis, K-means cluster analysis and linear regression analysis.

Findings

The results reveal that several religious sites in the KSA are popular and have potential for further consideration by various stakeholders. In addition, four personas were identified which can aid decision-makers and marketing practitioners in designing suitable plans for prospective visitors based on the participants’ motivation and demographics. Furthermore, a significant association was observed among three motivational variables (self-esteem, relationship and physiological needs) and the participants’ intentions to visit.

Originality/value

This study makes an original contribution to the literature, as it examines several religious sites in Saudi Arabia in addition to the sites that are part of the practices of Hajj and Umrah. Furthermore, this study provides comprehensive knowledge in this area to assist both future researchers and practitioners.

Details

International Journal of Tourism Cities, vol. 9 no. 1
Type: Research Article
ISSN: 2056-5607

Keywords

Access

Only Open Access

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