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Saudi Arabia Tours - All You Need to Know BEFORE You Go (2024)

The 5 Emerging Destinations in Saudi Arabia You Need to Know

A 105-mile-long city, a conservation-driven beach resort, and a restored unesco site are a few of the exciting tourism developments in saudi arabia..

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The Jeddah Corniche is located near King Fahd’s Fountain and shaded by palm trees.

Photo by Andrew V Marcus/Shutterstock

It wasn’t long ago that travel to Saudi Arabia was pretty much unheard of unless you were visiting on business or heading to the holy city of Makkah for the Hajj pilgrimage. The country’s extraordinary landscapes—including the Nabataean ruins of AlUla , the 1,100-mile Red Sea coast, the date palms of the Al Ahsa oasis, and the terraced mountain farms in the south—were largely unexplored by international travelers. But since the launch of e-visas in 2019, the Kingdom of Saudi Arabia has been on a tourism fast track, aiming to welcome more than 100 million visitors a year by 2030. As part of this goal, the nation is embarking on ambitious destination-building programs, while also making its ancient heritage sites more accessible.

From historic cities and protected marine parks to futuristic urban developments springing out of the desert, here are five of the emerging destinations to know.

The Line is a car-free city in Saudi Arabia that stretches for 105 miles and is only 650 feet wide.

Courtesy of NEOM

NEOM is a project so futuristic that it has left many people scratching their heads and wondering if it’s actually real. (To prove the naysayers wrong, NEOM recently released a video showing that “NEOM is real”, featuring all the tangible developments to date.) It aims to stretch the realm of possibility, and that seems to be the point. There are the mind-boggling numbers associated with the Line , a new completely car-free city that will be 105 miles long, 1,640 feet high, and only 650 feet wide. The Line will have a mirrored facade, run on 100 percent renewable energy, be home to 9 million people, and have a high-speed train traveling from end-to-end in just 20 minutes.

Then there’s Trojena , the mountainous part of the NEOM project, and the Arabian Peninsula’s first winter sports destination. Opening in 2026, it will incorporate a 7,874-feet-high ski village with 18 miles of runs that will host the 2029 Asian Winter Games. Also in the works are facilities for water sports, wellness, hiking, and mountain biking. The first hotels— 25hours and Morgans —are already confirmed.

But the first phase of NEOM to welcome visitors in early 2024 will be Sindalah . Centered around a luxury island and positioned as a year-round yachting hub, Sindalah aims to attract a sailing community and yacht owners from the Mediterranean and beyond who can glide through the Suez Canal and down into the Red Sea. An 86-berth marina and 75 offshore buoys will be there to welcome them, along with luxury hotels, restaurants, and retail, plus facilities for spa, wellness, golf, and sports.

The Red Sea

Spanning 10,800 square miles, Saudi Arabia’s Red Sea destination sits on the edge of the world’s fourth largest barrier coral reef and is made up of 90 islands and desert landscapes. With dormant volcanoes, mountain canyons, and historical cultural sites inland plus dive sites filled with marine life offshore, there’s much for adventurous travelers to experience. They won’t have to rough it, though. The destination will be home to 16 luxury resorts. The first three— Six Senses Southern Dunes , the St. Regis Red Sea Resort, and Nujuma, a Ritz-Carlton Reserve—are slated to open this year, and the futuristic stainless steel pod-like villas of the Sheybarah Island resort, designed by the architect of Dubai’s new Museum of the Future , are scheduled to debut in 2024. The entire Red Sea development will run on renewable energy, including all facilities, transportation, and, eventually, seaplanes.

Lying 125 miles to the north of the Red Sea, the 1,500 square miles of Amaala are located in the Prince Mohammad bin Salman Natural Reserve. AMAALA aims to be the “world’s first integrated family wellness destination,” with a program of holistic well-being experiences, professional consultations, personalized health programs, and a year-round calendar of events. The first phases, set around the Triple Bay marina, are scheduled to open mid-2024. One big draw of the destination will be the Foster + Partners–designed Red Sea Marine Life Institute, a conservation-driven research and visitor center incorporating multidimensional experiences. What that means in real terms is that you’ll be able to snorkel with rare species, participate in lab tours, and explore the underwater world in a submarine.

Jeddah is a historic maritime city located along the Red Sea.

Photo by Sainuddeen Alanthi/Shutterstock

The original maritime gateway to Makkah along the Red Sea, Jeddah has been a conduit for generations of pilgrims making the journey, many of them choosing to stay and contributing to the multicultural spirit that exists here. Today, Jeddah feels like a place that’s determined to become a destination for the future, while proudly holding onto its history and heritage.

The city’s historic center of Al-Balad is one of the most fascinating urban destinations in the country: The UNESCO World Heritage site is filled with more than 650 buildings dating back 200 to 300 years. Once the heart of the city, Al-Balad had fallen into disrepair in recent years, and the Ministry of Culture has launched a major program to rescue and restore the most at-risk buildings.

But Al-Balad is not only about history. The neighborhood has already hosted the Red Sea Film Festival and the Balad Beast electronic music festival, with a lineup of big names like Busta Rhymes, Carl Cox, and DJ Jazzy Jeff, as well as popular male and female Saudi DJs. There’s plenty more on the horizon, including new boutique hotels.

Diriyah is a UNESCO World Heritage site that was the original home of the Al Saud royal family.

Courtesy of Fauchon Hospitality

Located on the edge of the capital Riyadh, Diriyah and its UNESCO World Heritage site At-Turaif are of huge historical and cultural significance to the nation. Considered to be the birthplace of the kingdom, this was the the original home of the Al Saud royal family and the site of the establishment of the first Saudi state in 1727. The restored Salwa Palace, a showcase of traditional Najdi mud-brick architecture, opened in late 2022. Now it welcomes international visitors, with museums and tours led by enthusiastic young Saudi guides. Overlooking At-Turaif is the new Bujairi Terrace dining village, home to more than 20 restaurants. They include international big names like Hakkasan and Long Chim and such homegrown brands as Maiz and Takya that serve high-end Saudi cuisine.

While tourism is a key feature, Diriyah will change the face of the capital itself, eventually incorporating 38 hotels (including luxury brands Four Seasons, Oberoi, Six Senses, and Rosewood), more than 26 cultural attractions and 400 luxury and lifestyle outlets, plentiful palm groves and parks, and the kingdom’s first opera house and contemporary art museum. In addition, community centers, academies, universities, and a new metro line will serve the 100,000 inhabitants expected to make Diriyah their home in the coming years.

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Fully Guided Tours & Trips in Saudi Arabia

Find the right fully guided tour for you in Saudi Arabia. There are 48 trips to choose from, that range from 6 days in length, up to 17 days. The month with the most departures is November, making it the most popular time to visit Saudi Arabia.

48 Fully Guided tour packages in Saudi Arabia with 71 reviews

• Christmas & New Year

Highlights of Saudi Arabia - Escorted Tour in 4* Hotels Bed and Breakfast Plan

Today we had a beautiful tour around Riyadh with Abdulrahman Alzwaidy or Abdul. He managed to show us a lot including “The Exfd of the World”. We had the most exciting day in Saudi Arabia. Thank you, Abdul!

• In-depth Cultural

Saudi Arabia: The Complete - Escorted Tour in 3 or 4* Hotels

Very uncomfortable small bus did not have enough room for our 9 guests, 3 translators, guide and driver, even on excursions where we only brought day-bags (rather than entire luggage); uncomfortable seats and NOT ENOUGH LEG ROOM for taller non-local Westerners, worthless torn cloth blinds on the windows that could not be securely open or closed. Each of our 3 translators (who also served as guides for the tour overall) was GREAT! Consistently helpful, capable and personable; very positive attitudes and considerate individuals: 5+ stars for them! Local guides were also consistently great, although there was an ugly scene between our Jeddah(?) guide and our driver, leading to a verbal argument and the guide stomping off the bus.

Customized 10 Days Saudi Arabia Trip with Daily Departure

• Book With Flexibility This operator allows you to rebook your dates or tours with them for free, waiving change fees.

Tailor-Made Private Saudi Arabia Tour with Daily Departure

Saudi Arabia 11 Day Group Tour

Haroon our guide was amazing , the driver Ali took really good care of us and got us safe to our destinations. The activities and tour was well thought out and the hotels were all comfortable. An amazing experience

• Coach / Bus

Explore the Kingdom of Saudi Arabia

This was my first time in Saudi Arabia. I had a wonderful, safe experience. Our tour guide, Emmanuel, was outstanding and insured everyone’s needs were met. He was very organized, kept it positive, and fun!! The tour itself was a great way to get an overall sample of what the country has to offer! I highly recommend this tour and Explore for your tour company!!

• 10% deposit on some dates Some departure dates offer you the chance to book this tour with a lower deposit.

Saudi Arabia 16 day Group Tour

Saudi Arabia is spending billions on diversifying its oil economy. Developing International tourism (including expanding the number of religious visitors) is a major 2030 focus and they are busy building the infrastucture to support it. But much of it is still being done in Nov 2022. For example 30% of Jeddah ( a city of 4 million people) is currently being clearfelled to make way for new developments. They want to out do Dubai! But their ambitions are big and tourism will remake the country. (I wanted to visit before it changes). Tourism is already having a social impact. For example cinemas, concerts and other entertainment are now being allowed and promoted. The dress code has been dropped for foreign women. (We only wore our abayas when visiting the religious centre of Medina around the Mosque of the Prophet.). Attractions: Landscapes. I never thought desert could come in so many different types and colours: sandy, rocky, flat, mountainous, dunes. And it even rained! But Saudi Arabia also has spectacular mountain scenery, a Red Sea coastline and islands! There are plenty of historical sights and sites and each city is different. The Madventures Saudi Arabia Tour covered the highlights of the country very well. Weather: November was a good month to travel. Personal coments: 1: Saudi Arabia needs to provide more and better bathroom facilities for travellers on the road (currently very basic and mostly provided at a local mosque) 2: Our bus was good and the driver was very good but I would still like all seats to come with working seat belts.

Behind the curtain of the spiritual Islam: A glance of Saudi Arabia

Jeddah, molto bella la città vecchia e la moschea sull'acqua. Ryad: bellissimo la KING TOWER e la escursione nel deserto dove ci sono le rocce e la meravigliosa vista dall'alto. Alalula: spettacolare il Concert building con gli specchi che riflettono le montagne intorno Bella Alalula vecchia e piacevole anche la zona caffè e ristoranti. E' stato pioacevole vedere le donne arabe che sono più emancipate rispetto ai paesei arabi più integralisti come Yemen o Pakistan. La estensione in Barhain vale la pena solo perchè si è già vicini, altrimenti non dice nulla. Cari saluti Paolo

All Of Saudi Arabia – 14 Days Tour Package

It was a wonderful experience with him as he was experienced, knowledgeable about Egyptian history culture and heritage, humorous English speaking guide. Never felt bored with him. we would love to go back again.

The Heritage Route - Riyadh to Jeddah

The trip was excellent! I enjoyed everything. The activities were interesting, the staff was knowledgeable. The services were good..

Saudi Explorer: Across the Arabian Peninsula

• Desert Hikes
• Ocean Cruise

Riyadh to Jeddah Overlander

• Sightseeing

Saudi Arabia: Women's Expedition

Mountains of Arabia

Tailor-Made Saudi Arabia Vacation with Daily Departure & Private Guide

What people love about fully guided tours in saudi arabia.

This trip was great. Al Ula is definitely the highlight. It will be great to go back when Jeddah's old town is restored to full glory. All guides/drivers made an excellent job. Highly recommended!

Die Reise war sehr interessant, der Reiseleiter und der Fahrer waren prima. Gebucht hatte ich bei MADVENTURE. Durchgeführt wurde die Tour vom saudischen Veranstalter „Destination Arabia.“ Man kann auch direkt bei ihnen reservieren. Das Hotel in Ha‘il war nicht besonders, das in Medina war ok, aber viel zu weit vom Zentrum entfernt. Da ist noch Spielraum für Verbesserung. Außerdem hatten wir nur einen Nachmittag/Abend in Medina. Das war zu wenig. Ein extra Tag dort zur freien Verfügung ist nötig. Auch in Al Ula könnte man einen Tag länger bleiben.

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• Saudi Arabia Travel Guide | All You Need to Know

UN Tourism | Bringing the world closer

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UN Tourism Applauds Saudi Arabia's Historic Milestone of 100 Million Tourists

• All Regions
• 26 Feb 2024

In a testament to its strategic vision and robust sector growth, the Kingdom of Saudi Arabia has welcomed over 100 million tourists, marking a significant milestone in its journey to become a global tourism powerhouse.

In an exceptional achievement, the Kingdom of Saudi Arabia has welcomed over 100 million tourists , a milestone celebrated by the World Tourism Organization (UN Tourism). This remarkable accomplishment achieved seven years ahead of its original schedule, not only underscores Saudi Arabia's emergence as a global tourism powerhouse but also highlights its leading role in the economic diversification and sustainable development of the tourism sector worldwide. This milestone, marked by the arrival of over 27 million international tourists and over 79 million domestic tourists with a combined total spend of over USD 67 billion, not only showcases the Kingdom's robust tourism sector but also underscores the Saudi Ministry of Tourism's commitment to advanced data gathering and statistical analysis, a priority echoed by UN Tourism.

The Kingdom's success story is built on a foundation of strategic initiatives and reforms that have propelled its tourism sector to new heights. With a staggering 390% increase in demand for tourism activity licenses in 2023 and the contribution of tourism to the non-oil GVA estimated to exceed 7%, Saudi Arabia's vision for the future is clear. With the tourism sector's direct contribution to the GDP estimated to exceed  4 %, the country has showcased its resilience, innovation, and commitment to excellence.

Strategic Partnerships and Global Leadership

UN Tourism has closely collaborated with Saudi Arabia, recognizing its efforts in developing a robust tourism infrastructure and statistical analysis capabilities. The inauguration of UN Tourism's Regional Office for the Middle East in Riyadh in 2021 marked a significant step towards fostering tourism innovation, education, and rural development. This partnership has been instrumental in positioning Saudi Arabia as a leader in sustainable tourism practices and statistical excellence.

Elevating its global position in the tourism sector, Saudi Arabia has distinguished itself by leading the G20 in international tourist growth rate in 2023 compared to 2019. This recognition underlines the Kingdom's pivotal role in the global tourism sector's recovery following the pandemic. Moreover, the Middle East has emerged as the sole region not only to rebound but also to outpace pre-pandemic tourism levels , with a 122 percent recovery in international tourist arrivals in 2023 compared to 2019. At the forefront of this remarkable growth, Saudi Arabia witnessed a staggering 156 percent recovery in international tourist arrivals compared to 2019, underscoring its central role in the region's tourism boom.

A Testament to Resilience and Innovation

The Kingdom's tourism sector has shown remarkable resilience, with inbound spending reaching over USD 37 billion in 2023 and a significant increase in hotel keys across the kingdom. These achievements are a testament to Saudi Arabia's commitment to creating a prosperous and sustainable tourism sector.

Empowering the Workforce

The employment opportunities created by the tourism sector are a cornerstone of Saudi Arabia's success. As of 2023, with 925.5 thousand jobs in the tourism sector and significant investments in training, the Kingdom is on track to make tourism the second-largest employer by 2030. This focus on workforce development ensures that the benefits of tourism growth are shared widely and sustainably.

Gratitude and Future Vision

UN Tourism extends its congratulations to the Kingdom of Saudi Arabia for this historic achievement. We commend the leadership, the Ministry of Tourism, and all partners for their unwavering support and dedication. As Saudi Arabia continues to drive towards its goal of 150 million tourists by 2030, UN Tourism looks forward to supporting its journey, celebrating its successes, and promoting a more resilient, sustainable, and inclusive future for global tourism.

Saudi Arabia's achievement of welcoming over 100 million tourists in 2023 is a beacon of what is possible through collaboration, innovation, and a clear vision for the future. The Kingdom not only promises a diverse and rich tourism experience but delivers on that promise, paving the way for a brighter future for the global tourism industry.

Related links:

• Download the News Release on PDF
• International Tourism to Reach Pre-Pandemic Levels in 2024

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Explainer: How has Saudi’s tourism sector coped with the Covid-19 crisis?

• Saudi Arabia

The kingdom is investing more in tourism infrastructure than any country in the world today, opines Fahd Hamidaddin, CEO, Saudi Tourism Authority

How has Saudi Arabia’s tourism sector handled the pandemic? Partnerships have been at the heart of Saudi’s mitigation and recovery programmes across the hospitality ecosystem, including close collaboration between the private and public sectors to create new and innovative ways of working together. At the Saudi Tourism Authority (STA), it has been our role to create a framework for the ecosystem to support local businesses in the private sector in the wake of Covid-19.

Over the past 12 months, our summer and winter domestic campaigns supported the local travel and tourism sector and provided opportunities for growth and development, even during the international lockdown. Throughout the Saudi Summer campaign, which ran between June and September 2020, average hotel occupancy was at nearly 50 per cent, with peak occupancy for some destinations at almost 100 per cent.

Despite increasing visitation to target destinations by more than 30 per cent year on year, our comprehensive approach to traveller safety meant that we did not see a corresponding spike in Covid-19 cases. STA continues to work with Saudi’s hospitality players, to provide the tools, learning and insights they need to increase their business opportunities.

Has this year been better than 2020 – so far? While borders have remained closed, our key focus has been on building a solid foundation to welcome guests back into the kingdom.

Our opportunity is unique. Saudi is a new leisure destination on the global stage. We are the authentic home of Arabia – a bold claim – but founded in multiple touchpoints and experiences, from our people and stories, to our hospitality and beautiful, iconic locations around the country.

We are in the process of developing an international network, a global community dedicated to driving awareness about Saudi and all the beauty, diversity and hidden treasures the destination has to offer.

In 2021, we have successfully launched a domestic winter and an international brand awareness campaign, reaching audiences in 26 countries and 13 languages – our biggest such marketing initiative ever. We launched our ‘Tourism Shapers’ programme, a new initiative to equip the local private sector with the support needed to navigate and manage the evolving tourism landscape.

We also engaged the international tourism trade through our ‘Journeys in Arabia’ programme, which introduced travel and tourism companies around the world to the experiences that make Saudi a unique destination. Amid the uncertainty that the past year has brought us, our strategy has been developed with one objective in mind: to achieve 100 million annual visits to Saudi by 2030, made up of both domestic and international travellers.

Saudi will continue to invest in developing new destination projects to support the local tourism ecosystem.

The kingdom has pushed for increased domestic tourism – have you seen that taking off? The tourism sector is thriving, driven by Saudi’s domestic market. Our launch of ‘Saudi Summer’ in 2020, a campaign designed to encourage Saudi nationals and residents to discover their own country, played a key role in supporting the local tourism industry.

As the largest domestic tourism campaign in Saudi history, we saw a 33 per cent increase in spend on hotels, restaurants and recreation/cultural activities compared to the same period in 2019. Domestic tourism represents a huge opportunity for Saudi Arabia. The kingdom is investing more in tourism infrastructure than any country in the world today, not only in the large signature projects like the Red Sea project, Qiddiya and Amaala, but also in training, skills building, visitor experience management and, of course promotion.

Our activities are encouraging more Saudis than ever before to explore their own country and inspiring more and more young people to consider careers in the sector.

Any particular segment within the industry that is faring better than the others/has more potential? While countries around the world adopt new strategies to return to normalcy, the global appetite to travel, explore and seek adventure outdoors has increased. Travellers are rethinking how they want to spend their vacation time and are considering visiting bucket-list attractions and lesser-known, less crowded destinations.

Saudi has an incredible range of diverse landscapes and experiences. Part of the beauty of Saudi is the unexpected. Dramatic mountain areas, lush valleys, sweeping desert dunes and pristine untouched coastlines perfectly meet the needs of the post-Covid traveller.

And for those travellers keen to pair nature and the outdoors with new discoveries, Saudi’s top sites offer rich culture and heritage experiences that are authentically Arabian. From snorkelling among the unspoiled coral reefs of the Saudi Red Sea, to exploring more than 100 tombs dating back to the Nabataean era in AlUla, there is something for every adventure seeker and cultural explorer in Saudi.

Looking ahead, when do you expect Saudi’s tourism sector to recover? And where is it headed longer-term? Saudi introduced the first international tourism e-visa in September 2019. By March 2020, we had issued more than 400,000 tourism visas, clearly demonstrating an innate curiosity in the kingdom and demand in visitation amongst a global audience.

When travel safely resumes and borders reopen, we are confident we will see a surge in leisure arrivals once again.

In the meantime, we will continue to use our time to proactively prepare for visitors to return. We will engage our global trade partners, empower and upskill the local private sector and support the development of the wider ecosystem so that we have a healthy, safe and robust tourism sector for tomorrow.

There is so much about Saudi for the world to discover. We are ready and we look forward to welcoming our guests safely back into the kingdom.

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Saudi Arabia eyes 320,000 new hotel rooms to meet soaring tourism goals

By bne Gulf bureau

Saudi Arabia is projected to have 320,000 new hotel rooms by 2030 as the Kingdom ramps up efforts to accommodate an annual influx of 150mn tourists, both domestic and international, according to a report by global property consultancy Knight Frank .

This massive expansion of the hospitality sector is central to achieving Saudi Arabia's goal of increasing the travel and tourism industry's contribution to the economy from nearly 6% to 10% by the end of this decade, the report stated.

The analysis comes on the heels of record tourism numbers for Saudi Arabia in 2022, with visitor spending reaching $23.2bn in the first half of 2023 alone - a 132% jump from last year. International arrivals surged 142% year-on-year to 14.6 million in the first six months.

While nearby Gulf nations like Bahrain, Kuwait and Egypt emerged as top source markets, Saudi authorities are exploring strategies to attract visitors from further afield, said Turab Saleem, Knight Frank's head of hospitality and tourism advisory for the Middle East.

'This includes developing cultural and entertainment offerings nationwide to complement existing attractions like the Jeddah F1 Grand Prix and numerous 'Entertainment Seasons,'' Saleem added.

Notable projects include theme parks like Boulevard World and Qiddiya in Riyadh, as well as Saudi Arabia's successful bid to host the 2030 World Expo, which is expected to draw 40mn visitors and inject $94.6 billion into the local economy.

The report highlights that 67% of the projected 320,000 new hotel rooms will be upscale or luxury properties, typically requiring one to two staff members per room. This suggests between 232,000 and 387,000 hospitality workers may need accommodation as the sector expands rapidly.

Knight Frank expects Marriott International to overtake Accor as Saudi Arabia's largest hotel operator by 2030, with 26,200 rooms under its management compared to Accor's projected 25,400 rooms.

'Provision of quality housing for hospitality staff will be essential to ensure the success of Saudi's tourism ambitions,' said Faisal Durrani, Knight Frank's head of research for the Middle East.

The holy cities of Mecca and Medina are set for a significant hotel boom, with 221,000 new rooms announced, planned or under construction to cater to religious tourists - expected to reach 30mn annually by 2025 and 50mn by 2030.

Knight Frank estimates around $104bn will be required for construction costs alone to realize the 320,000 new hotel rooms nationwide, with $70bn dedicated to the religious tourism hubs of Mecca and Medina.

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Tourism Review: Volume 78 Issue 4

Table of contents, red tourism in china: emotional experiences, national identity and behavioural intentions.

This study aims to examine the empirical linkages among emotional experiences, national identity and behavioural intentions for red tourism in China.

Destination image: a consumer-based, big data-enabled approach

This study aims to use a bottom-up, inductive approach to derive destination image attributes from large quantities of online consumer narratives and establish a destination…

Residents’ emotional responses to tourism development in Saudi Arabia

This study aims to explore residents’ emotional responses to tourism development and how the anticipated loss or gain of resources from it affects their attitudes and actions. The…

The volatility spillover effect of macroeconomic indicators on inbound tourism in India

This study aims to determine the mutual association between the volatility of macroeconomic indicators (MIs) and India’s tourism demand.

Sentimental tourism to a lost land: age and roots diversification

This study aims to explore the phenomenon of sentimental tourism in Central-Eastern Europe, which is travels to places related to people’s past or their country’s past for…

Diaspora engagement in tourism crisis recovery: the case of Indonesia

Diasporas represent a unique yet often overlooked stakeholder in tourism crisis management. Their strong bonds with their homeland often result in continued engagement with an…

Behavioural intention and satisfaction levels among pilgrim tourists in South Asia

This paper aims to analyse the influence of perceived value (PV), sensation seeking (SS) and low crowding (LC) on the satisfaction and behavioural intention (BI) of Indian pilgrim…

Mapping changes in human mobility for dining activities: a perceived risk theory perspective

This study aims to explain how the impact of COVID-19 on human mobility is affected by the perceived risk of the pandemic.

The role of trust in tourists’ motivation to participate in co-creation

Intention to re-participate in co-creation (IRCC) is an essential indication of customers to their deal proneness. Therefore, this study aims to focus on the role of trust in the…

Intangible cultural heritage souvenirs: image congruity and brand influence on tourists’ purchase intention

Based on object–object congruity, this study aims to clarify the driving factors and antecedent mechanism of tourists’ willingness to purchase intangible cultural heritage…

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