How Tourist Experience Quality, Perceived Price Reasonableness and Regenerative Tourism Involvement Influence Tourist Satisfaction: A Study of Ha’il Region, Saudi Arabia

Abstract

This study attempts to examine the interactions between the tourist experience quality, perceived price reasonableness, and regenerative tourism involvement variables and tourist satisfaction by taking into account the moderating effects of tourist destination loyalty and destination image. The survey was circulated among international tourists visiting the Ha’il region of Saudi Arabia. This study used structural equation modeling (SEM) to analyze the data collected. The results showed significant and positive effects of enjoyment, tourist destination loyalty, and destination image on tourist satisfaction. However, the findings show that escapism, relaxation, involvement, perceived price reasonableness, and regenerative tourism involvement did not have a direct impact on tourist satisfaction. Further, it was found that the destination image moderates the relationship between regenerative tourism involvement and tourist satisfaction. The results also reveal that tourist destination loyalty significantly moderates the relationship between perceived price reasonableness and tourist satisfaction. The influence of regenerative tourism involvement on tourist satisfaction has not been addressed in prior research, to the best of authors’ knowledge, and is, therefore, the unique contribution of this study.