Factors Determining Visitor Satisfaction at Heritage Sites: An Empirical Study on the At-Turaif District in Historic Ad-Dir'iyah
Keywords:
رضا الزوار، تجربة الزائر، المواقع التراثية، حيّ الطُّريف، الدرعية التاريخية. السياحة التراثية.Abstract
This research aims to study the key factors influencing visitor satisfaction at heritage sites, which are prominent destinations for heritage tourism. The study focuses on five main factors: facilities and amenities, site attractiveness, accessibility, available activities and interactions, and staff efficiency.
The Al-Turaif District in the historic city of Diriyah was deliberately chosen for this study due to its rich culture and deep history, as well as its status as one of the most prominent World Heritage sites in the Kingdom and a preferred destination for heritage tourism.
Data for this study were collected from primary sources using exploratory research to analyze the factors influencing visitor satisfaction at Al-Turaif District. The study adopted a quantitative approach as the primary method for data analysis, using field surveys and questionnaires to assess visitor satisfaction. Statistical techniques such as regression analysis and factor analysis were applied to test the hypotheses based on the responses of 241 visitors who visited the district at least once during January and February 2024.
The study concluded with significant findings regarding the factors that contribute to enhancing visitor satisfaction and improving their experience. Additionally, the research offers practical suggestions for enhancing the visitor experience at heritage sites, which can be utilized to develop management strategies for heritage sites, thereby attracting more visitors in the future.
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