Abstract:

It is understood that the tourism sector is a significant and expanding sector that has become the main source of revenue, livelihoods, and prosperity. One of the most important elements in establishing a competitive edge is a conative country image, which also affects visitors' perceptions, attitudes, assessments, and future actions. Thus, this study aims to examine how a conative country image affects tourists' memorable experiences and how this affects their behavior in the future. It also seeks to investigate the practical contributions in producing memorable experiences for visitors by examining the effects of tourists’ destinations' competitiveness and their influence on future behavior.
A theoretical concept forms the foundation of the study's approach. Based on the quantitative findings and literature review, a questionnaire is developed, tested, and distributed to international visitors who visit Saudi Arabia. The study's results confirmed the assumption that a conative country image affects tourists' memorable experiences and enhances the competitiveness of tourists’ destinations, affecting travelers' future behavior, including their willingness to return. This study provides a new perspective on how conative country image influences the development of memorable experiences and how that contributes to future behavior.