Using Service Quality and Destination Attractiveness to Encourage Pro-Tourism Behaviour

Abstract

This study aims at identifying the drivers of residents' pro-tourism behaviours. First, it investigates the influence of service quality and destination attractiveness (DA) on attitudes towards tourism and destination image (DI). Second, it examines the impact of tourist attitudes on destination loyalty (DL) and pro-tourism behaviour. Finally, it investigates the influence of DI on destination loyalty and pro-tourism behaviour. A descriptive study is conducted using a survey of 205 Albaha residents. The findings indicate that service quality has a positive influence on the DI. Additionally, the results show that DA is positively associated with attitude towards tourism. Furthermore, they demonstrate that attitudes towards tourism have a positive relationship with pro-tourism behaviour. Finally, the empirical findings reveal that DI is positively associated with DL. This study aids in the identification of the determinants of residents' pro-tourism behaviour by the government and organizations involved in the tourism industry. The research's conclusions will direct practitioners of tourism marketing's efforts to promote tourism activities in Saudi Arabia.