Examining the impact of competitiveness influencers on destination competitiveness: an investigative study of the destination competitiveness of the Kingdom of Saudi Arabia (KSA) as an accessible tourism destination

Destination competitiveness is a crucial and demanding aspect of the current tourism market. The stiff competition and increasing number of tourist destinations worldwide have pushed countries to provide high-quality tourism experience to travelers. Recent advancements in technology and infrastructure have led to a surge in the accessibility to tourism destinations. Consequently, the global travel and tourism industry has experienced significant growth and an ever-expanding range of destinations has become accessible for exposure. Liasidou et al., (2022), defined ‘accessible tourism’ as an inclusive tourism that enables people with disabilities, senior citizens and individuals with other access requirements, to travel and participate in tourism activities with the same level of convenience, safety and enjoyment as any other normal traveler. The issue of inclusivity has come to the forefront of the tourism industry, with the need to cater to diverse requirements becoming increasingly important for creating truly accessible tourism experiences. To meet this end, several studies have been conducted to evaluate and analyze the competitiveness of destinations from an accessible tourism perspective. Previous attempts were mainly aimed at assessing the competitiveness of destinations; thus, empirical research focusing on accessible destination competitiveness has so far been scarce. However, current research on this topic has primarily focused on destinations that are already well-established and developed, which may not necessarily be indicative of the challenges faced by developing destinations. The Kingdom of Saudi Arabia (KSA) is a destination visited by millions of travelers each year and it is ranked as the 35th most visited global destination. However, accessible tourism remains an area that has received little attention in academic research. Thus, the main aim of this study is to assess the current status of Saudi Arabia as an accessible tourism destination, examining the impact of destination competitiveness influencers on its competitive performance.

To fill the aforementioned gap, the present study extends Domínguez Vila et al., (2015) model by adding a customer satisfaction variable and measuring Saudi Arabia’s destination competitiveness from an accessible tourism perspective. Based on empirical analysis, the current study draws on the responses of 316 local and international tourists, who visited the main destinations of Saudi Arabia at least once in the last four years. It is important to note that the sample population was not limited to people with specific access requirements, rather it was inclusive of all tourists, regardless of the presence or absence of any disabilities. Variables such as core attractors and resources, supporting factors and resources, qualifying and amplifying determinants, destination planning and management and customer satisfaction were tested based on the level of accessible destination competitiveness. The results confirmed a significant positive effect of customer satisfaction and the variables of Domínguez Vila et al., (2015) model on accessible destination competitiveness, except for supporting factors and resources. It is evident that some of the determinants of destination performance be more influential than others; therefore, Saudi Arabia should place considerable emphasis on resources and attributes that are likely to have a strong effect on destination performance. The findings of this study hold significant implications for destination management organizations and destination planners in gaining a better understanding of the distinct advantages and challenges of the accessible tourism market. By identifying and highlighting the key factors necessary for policymaking. This research aims to facilitate the formulation of effective strategies to manage shortcomings and capitalize on destination strengths. Additionally, this study aims to serve as a cornerstone for future research by providing a baseline for further investigating the accessibility of destinations in Saudi Arabia.