Enhancing Tourist Experiences and Competitiveness through Country Image: A Study of Saudi Arabia's Influence on Memorable Tourism

The study investigates how the cognitive, affective, and conative characteristics of a country image affect tourists' perceptions and behaviors. This study analyzes the impact of affective and conative elements of the country image through the cognitive country image on tourists' memorable experiences and satisfaction, mediated by perceptions of destination competitiveness. Data were collected from 112 international tourists visiting specific cities in Saudi Arabia, particularly Taif city, using a survey methodology and evaluated using structural equation modeling (SEM). The findings indicate that a favorable country image substantially improves tourists' memorable experiences and satisfaction by enhancing the destination’s competitive advantage. The emotive and conative elements of the country image indirectly influence tourists’ impressions via the cognitive image, underscoring its mediating function in determining tourism outcomes. These results emphasize the necessity for emerging destinations to develop a favorable, multifaceted national image to enhance tourist competitiveness, satisfaction, and memorable experiences. The research provides significant insights for tourism policymakers and marketers aiming to increase the destination's attractiveness and foster sustainable tourism development in Saudi Arabia and similar markets. This research elucidates the strategic significance of a country's image in emerging tourist destinations and provides practical implications for improving tourist satisfaction.