Promoting Culture and Heritage Tourism Through Souq Al Awaleen: A Qualitative Study

This study attempts to investigate the role of Souq Al Awaleen as an essential component of cultural heritage tourism in Saudi Arabia, to discern the reflection of regional identity in the traditional markets, enhance visitor experience, and promote heritage tourism. Using a qualitative approach, 14 semi-structured interviews were conducted with key stakeholders like tourist guides, hotel management, and senior officials. The interview data were further subjected to coding analysis with three steps to yield meaningful insights. The study outcomes revealed that Souq Al Awaleen is a vibrancy of different cultural representations, significantly boosting visitor satisfaction through actual experiences. In addition to that, the strategic integration of traditional markets with the bigger cultural events, for instance, Riyadh Season, will further enforce economic benefits and community involvement on heritage tourism. This study contributes to the literature stream of cultural heritage tourism by emphasizing that the aspect of authenticity and identity holds paramount importance in the local setting of traditional markets. The implications for stakeholders are in the context of promoting a collective approach reflecting community participation and sustainability. This work further highlights the functional importance of traditional markets in preserving and sustaining elements of cultural heritage in shifting tourism dynamics.