IDENTIFYING TRAVEL MOTIVATIONS OF SAUDI DOMESTIC TOURISTS: CASE OF HAIL PROVINCE IN SAUDI ARABIA

Abstract

This study focuses on Saudi domestic tourists visiting Hail province. The objectives of this study are to explore the perception of tourists regarding Hail province and to identify the main motivational factors that attracts them to travel to Hail. This study was conducted in Hail region located in north of Kingdom of Saudi Arabia. Visitors over 18 years of age in attraction sites in the destination were potential respondents for the present study. Convenient sampling technique was applied to gather data from respondents. Over 650 questionnaires were distributed among visitors in Hail region, out of which 380 were used for analysis as the remaining questionnaires were not fit for use due to their incomplete responses. Factor analysis and cluster analysis were undertaken to identify travel motives or intentions of tourists. The identified motivational factors illustrated that “taking part in new adventures”, “relaxation”, “increasing tourism knowledge”, and “escaping routine” were the most important reasons of Saudi tourist to visit Hail region. The cluster analysis result shows that “relaxation” is the top motivational factor for tourists who visit Hail followed by “increasing tourism knowledge”. This study gives important recommendations for planners in the Saudi Tourism Commission and National Heritage and Entertainment Authority to take development of Hail destination as priority for domestic and international tourism travelers. The decision and policy makers should create tourism packages, products and programs based on push and pull factors which impact the motivation factors of the travelers to make Hail as the major tourist destination.