RENEWING THE ECOTOURISM INVESTMENTS’ STRATEGIES IN THE KINGDOM OF SAUDI ARABIA: SOCIAL EXCHANGE THEORY PROSPECTS

The present study aimed to assess Saudi residents' attitudes toward tourism destination activities/initiatives using social exchange theory. In particular, we investigated the residents' perceptions of tourism's economic, sociocultural, environmental, and health impacts. A survey-based study was carried out on 190 residents from Saudi Arabia's biggest cities (Riyadh, Jeddah, Dhahran, Jubail, and Yanbu industrial area). Residents positively perceived tourism when it helped preserving the destination environment, economy and health benefits. Additionally, residents encouraged tourism investments and eco-initiatives as long-term projects that benefit residents. Saudi Arabian tourism managers have to consider the residents' living standards while formulating policies, plans, and strategies to improve the tourism industry.