| المستخلص: |
This research aimed to uncover the underlying motivation factors that drive Saudi people to visit festivals as well as to determine whether there is a significant difference in the motivation of tourists from different demographic groups. The data was collected through a structured questionnaire. Four hundred self-administered questionnaires were distributed and 258 usable questionnaires were obtained. The data was analysed by using the Statistical Package for the Social Sciences (SPSS) computer program. As far as scale-based motivation items were concerned, factor analysis was performed to identify the extent to which questions seemed to be capturing the same variables and the degree to which they could be reduced to a smaller set of factor attributes. Cronbach’sAlpha Test was used to determine the internal consistency of each factor variable of the measurement instrument. Analysis of variance (ANOVA) was used to determine if differences existed among identified motivation factors across visitors from one segment to another. If the results of ANOVA were significant (p<0.05), a post-hoc analysis using Scheffé’s method was conducted to identify differences among the factors of motivation of the visitors related to their demographic characteristics. In this study, T- test analysis was used to identify the differences in the motivation of visitors in terms of the visitors' demographic characteristics that had only two categories (such as gender and marital status). Frequencies and percentages were used with variables such as gender; marital status; monthly income; level of education and age that enabled the researcher to describe the sample. The means procedure applied to comparing averages (means) for different groups. Five factors (culture knowledge, escape, family togetherness, socialisation and excitement) were identified as driving Saudi tourists to go to festivals. Additionally, the results of this study revealed that the jobs of respondents had an influence on their motivation to visit festivals.
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