ISLAMIC TOURISM DESTINATION ATTRIBUTES AND HERITAGE TOURISM: ROLE OF ISLAMIC HERITAGE PROXIMITY, CULTURAL IDENTITY AND TENDENCY

Abstract

This research aims to explore the influence of Islamic tourism destination attributes on support for heritage tourism, focusing on the mediating roles of Islamic heritage proximity and cultural identity, as well as the moderating role of cultural tendency within the context of heritage sites in the Kingdom of Saudi Arabia. A quantitative approach was employed, utilizing a structured questionnaire to gather data from 267 tourists visiting various heritage sites. Measurement scales were adapted from established literature to ensure validity and reliability. Data analysis was conducted using ADANCO software for Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that Islamic tourism destination attributes significantly influence support for heritage tourism. Additionally, Islamic heritage proximity and cultural identity were found to mediate this relationship effectively, while cultural tendency served as a significant moderator, enhancing the connection between tourism attributes and support for heritage tourism. This study contributes to the understanding of how cultural and religious elements shape tourism dynamics in Islamic contexts. The implications for practitioners and policymakers highlight the importance of enhancing destination attributes to foster greater support for heritage tourism, ultimately promoting sustainable cultural preservation.