Heritage-based Entertainment: Empirical Evidence from Diriyah, Saudi Arabia, Dr. Ali Aliraqi
Dr. Ali Aliraqi
Associate Professor of Economics, College of Tourism and Archaeology
King Saud University
Entertainment, heritage and tourism are at the forefront of Vision 2030 for diversifying Saudi’s economic sectors, especially to promote the country as a leading global destination.
Purpose: This study investigates the demand profile for Diriyah as a heritage-based entertainment destination to assess demand’s characteristics, limitations and preferences.
Design/methodology: The study is based on primary data collected through questionnaires circulated electronically. An independent samples test and one way Anova were used to assess demand’s characteristics.
Findings: The preliminary findings suggest that the symbolic value of Diriyah is very high. Despite diverse events, children and the elderly are not considered as market segments. Data confirm the gathering pattern of visiting the area.
Implications: The study suggests that the destination’s portfolio must be enriched to achieve loyalty of segments. Sustaining the Diriyah brand needs a creative approach, such as playing competitions. In addition, making Diriyah a regional hub for film production could strengthen the creative mix.
Originality/value: Assessment of demand’s profile over world heritage sites; Demonstrate how entertainment could manage simultaneously with heritage; and Providing policies and action plans that contribute a brand for Diriyah.
Keywords: Entertainment, Place Branding, Heritage, Vision 2030.