A Journey into Cultural Marvels: Tourist Perception and Satisfaction with Cultural Heritage Sites in Muscat, Oman

Abstract

Purpose: The aim of this study is to examine tourists’ perceptions of cultural heritage sites in Muscat and analyze their satisfaction with cultural heritage tourist sites in Muscat. Design/methodology/approach: This study employed a quantitative approach and adopted a descriptive research design, as it describes primary relationships to increase the understanding of the questions. This study employed a multistage sampling technique and collected data using a questionnaire. The sample size in this study was 118. Findings: The most frequently visited cultural heritage tourist site in Muscat was Mutrah Souq. The highest mean score for the perception of tourists with cultural heritage tourism in Muscat was Wonderful historical sites – architecture, forts, and mosques. The highest mean score for the satisfaction of tourists with cultural heritage tourism in Muscat was that the tourist sites were culturally and traditionally aesthetic. The highest expectation by the tourists (difference between satisfaction and perception) was that the tourists like to ensure safety and security at the tourist sites during their visit to Muscat. Research limitations/implications: Tourists get more opportunities to become familiar with Omani customs and civilization. Therefore, the accessibility to cultural and historical sites must be easy, and various transportation options must be offered. As most tourists find it difficult to access, food, drinks, and amenities must be made available at all the tourist sites since it might be challenging for tourists to get to cultural heritage sites, the approach and accessibility must be uncomplicated. Social Implications: Economic factors are tied to the promotion of cultural heritage tourism because they benefit the economy, initiatives by the Government, tourism development agencies, business owners, and other stakeholders, including local authorities should stimulate new and repeated market potential to to sustain and maintain foreign tourist visits. Based on the findings of this study, more activities should be conducted for tourists visiting cultural heritage sites. Prioritizing the cultural heritage tourism locations, careful planning and strategic measures must be taken to improve visitor perceptions, expectations, and satisfaction. Originality / Value: Research on the satisfaction of visitors to UNESCO World Heritage Sites, as well as research on the Nizwa and Bahla Forts, is available, and the majority of these studies center on the Sultanate of Oman’s Aldhkhiliyah region. However, no research has been conducted on cultural heritage tourism in Muscat to date; therefore, many stakeholders will find great value in this study.