Seeking and escaping in a Saudi Arabian festival

Purpose - The purpose of this paper is to examine whether visitors' seeking and escaping motivations influence the cognitive evaluation of a non-traditional festival in Saudi Arabia, which in turn leads to the sense of joy and subsequent word-of-mouth publicity. In Saudi Arabia, leisure and tourism opportunities are limited and many Saudis have a strong desire for new leisure experiences. Although the government and event organizers have made efforts to provide visitors with unconventional experiences at non-tradition-based festivals, these festivals have not attracted many Saudi Arabian visitors. Design/methodology/approach - A quantitative methodology was used based on the on-site data collected from 458 visitors attending the Abha summer festival in Saudi Arabia. A structural equation modeling was used to test the relationships among seeking motivations, escaping motivations, cognitive evaluation, sense of joy and word-of-mouth. Findings - The result reveals that two seeking motivations (i.e. food and entertainment) and two escaping motivations (i.e. diversion and escape) influence cognitive evaluation, which in turn influences their sense of joy and ultimately word-of-mouth. However, novelty, a seeking motivation, does not influence cognitive evaluation. Research limitations/implications - The authors limited the study of seeking and escaping motivations to one non-traditional festival in Saudi Arabia. Further studies can use multiple festivals to increase generalizability to non-traditional festivals in Saudi Arabia. Another extension of this study would be to examine these motivations in both traditional and non-traditional festivals in Saudi Arabia to assess to what extent visitors' seeking and escaping motivations are fulfilled in each type of festival. Practical implications - Diversion motivation is the most important factor for non-traditional festival organizers to consider in developing strategies to attract more visitors in Saudi Arabia. Originality/value - This paper is the first that applies Iso-Ahola's motivation theory and the cognitive appraisal theory of emotion in the non-traditional festival setting in Saudi Arabia.