Sports investment to improve the destination image and optimize tourism performance in Saudi Arabia

Abstract

This study investigates the influence of sports investment on the optimization of tourism performance, with a particular focus on destination image as a mediator in the context of the Kingdom of Saudi Arabia (KSA). As KSA persists on spread and diversify its economy under the Vision 2030, sports have appeared as a key sector to attract international events, investing in digital platforms and broadcasting, and improving sports infrastructure to attract international visi-tors and improve the nation's global reputation as a desirable destination. The current study aims to examine the relationship between tourism and hospitality performance in the Kingdom of Saudi Arabia and sports industry investment aspects, specifically investment in digital platforms and broadcasting (IDPB), investment in football infrastructure (IFI), and investment in hosting international events (IHIE), using perceived destination image as a mediator. 402 football fans participated in this study and the collected data was analyzed through PLS-SEM with Smart PLS V.3. PLS-SEM was used with Smart PLS V.3 to test the suggested model with multiple variables. The study's findings show that investment in organizing international events, developing broadcasting and digital platforms, and increasing sports infrastructure can positively foster tourism performance and improve perceived destination image in KSA. This study underscores the importance of sports investments in fostering a positive perceived destination image, thus advancing tourism performance. Several implications for policymakers and tourism industry professionals are elaborated and discussed.