Do Islamic attributes enhance or hinder non-Muslim tourist satisfaction? Insights from Saudi Arabia’s emerging leisure tourism market

Purpose In alignment with Saudi Vision 2030, the Kingdom is actively expanding its tourism offerings beyond religious pilgrimages. Initiatives such as the introduction of a leisure tourist visa, large-scale projects like NEOM and reforms including lifting the women’s driving ban and easing dress codes aim to attract a more diverse global tourist base. Despite these efforts, conservative Islamic traditions continue to shape daily life in Saudi Arabia. Consequently, some international visitors may encounter discomfort when navigating cultural norms and practices that differ from their own. Given these anticipated challenges, this study aims to assess whether Islamic destination attributes hinder the travel satisfaction of international non-Muslim tourists by examining the influence of both Islamic and generic destination attributes on forming overall trip satisfaction. Design/methodology/approach Using data from 391 respondents and analysed through partial least squares-structural equation modelling, this study examines a conceptual model based on the expectancy disconfirmation model (EDM) to assess the impact of Islamic and generic destination attributes on travel satisfaction. Findings The results reveal that while Islamic attributes positively impact tourist satisfaction, generic destination attributes have a significantly greater positive influence on satisfaction levels. This suggests that international non-Muslim tourists may perceive Islamic attributes as less conducive to enhancing their travel experience. Originality/value This study enriches theoretical understanding by expanding the EDM within the context of Islamic attribute satisfaction, highlighting the distinctive nature of Islamic destination attributes from the generic ones.