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Article

Young Educated Residents’ Support for Tourism Development in Saudi Arabia: The Mediating Role of Destination Image and National Identity

by
Ardita Malaj
1,*,
Altin Hoti
2 and
Nizamettin Bayyurt
3
1
College of Business Studies, Arab Open University, Riyadh 11681, Saudi Arabia
2
College of Business Administration, American University of the Middle East, Kuwait 15453, Kuwait
3
College of Business, Alfaisal University, Riyadh 11533, Saudi Arabia
*
Author to whom correspondence should be addressed.
Sustainability 2026, 18(3), 1629; https://doi.org/10.3390/su18031629
Submission received: 12 January 2026 / Revised: 26 January 2026 / Accepted: 29 January 2026 / Published: 5 February 2026
(This article belongs to the Special Issue (Re)Designing Processes for Improving Supply Chain Sustainability)
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Abstract

Understanding residents’ support is essential for the social sustainability of tourism development, particularly in rapidly transforming destinations. Drawing on Social Exchange Theory, Social Identity Theory, and Destination Image Theory, this study proposes a process-oriented model in which perceived economic benefits and environmental concerns influence residents’ Behavioral Intention Support for Tourism through destination image and national identity. Using survey data from 418 young, educated Saudi residents (predominantly undergraduate university students) and structural equation modeling, the findings show that support is driven primarily by indirect pathways rather than direct cost–benefit evaluations. Economic benefits enhance destination image and strengthen national identity, which in turn foster supportive behavioral intentions. Environmental concerns do not directly reduce support; instead, they operate through sustainability-oriented perceptions of destination image and identity. The results extend existing models by showing how young residents’ behavioral intention support for tourism in Saudi Arabia is shaped through a cognitive–identity process in which destination image and national identity translate economic and environmental evaluations into behavioral intention. This framework offers actionable insights for destinations pursuing state-led tourism development.

1. Introduction

Tourism has increasingly become a strategic instrument for economic diversification and structural transformation, particularly in countries seeking to reduce dependence on extractive industries. In Saudi Arabia, tourism lies at the core of Vision 2030, with ambitious objectives related to employment generation, private investment, cultural preservation, and global repositioning. This study focuses specifically on young, educated residents in Saudi Arabia, operationalized primarily through a university-student sample. This population of young, educated residents constitutes a strategically important stakeholder group because it represents a large share of future workforce entrants and future public support for national development initiatives. Large-scale destination projects, heritage initiatives, and the expansion of religious and leisure tourism have rapidly elevated tourism from a peripheral activity to a central pillar of national development. In this context, residents’ perceptions and support are critical for social sustainability, policy legitimacy, and the long-term success of tourism strategies.
Extant research consistently demonstrates that residents’ support plays a pivotal role in destination competitiveness and sustainable tourism outcomes [1,2,3,4] Much of this literature is grounded in Social Exchange Theory, which conceptualizes residents as rational actors who support tourism when perceived benefits outweigh perceived costs. Accordingly, perceived economic benefits—such as employment, income growth, and infrastructure development—have been widely identified as key predictors of support, particularly in emerging destinations [5].
However, reliance on exchange-based explanations has been increasingly questioned. First, many studies treat residents’ support as a direct reaction to perceived impacts, offering limited insight into the psychological mechanisms through which evaluations are translated into behavior. Second, while destination image and national identity have attracted growing attention, they are typically examined in isolation rather than as interrelated components of a unified process. Third, the role of environmental concerns remains ambiguous: although traditionally viewed as deterrents, recent evidence suggests that such concerns may operate indirectly by shaping sustainability perceptions, destination image, and alignment with national values.
These limitations are especially salient in contexts such as Saudi Arabia, where tourism development is rapid, state-led, and explicitly tied to national transformation and international repositioning. Tourism is not merely an economic sector, but a symbolic project linked to nation branding and collective identity. From a social identity perspective, residents may evaluate tourism not only in material terms but also in relation to its capacity to enhance pride, representation, and collective self-concept [6,7]). Destination image plays a central role in this process, as residents’ perceptions of how their country is portrayed externally shaped pride, attachment, and advocacy [8,9]. Environmental concerns further complicate this relationship, as residents may continue to support tourism when development is perceived as sustainable and aligned with long-term national goals [10]). While similar mediation structures have been examined in prior tourism research, the present study does not claim a radical theoretical departure. Rather, it offers an integrative and context-sensitive extension by empirically embedding destination image and national identity within a unified process model tailored to a state-led transformation context.
Against this backdrop, this study adopts a process-oriented perspective to examine how perceived economic benefits and environmental concerns influence residents’ intention to support tourism development in Saudi Arabia. Rather than presuming direct effects, the study investigates whether destination image and national identity operate as key mechanisms that translate evaluations into supportive behavior. By integrating economic, perceptual, and identity-based dimensions within a single framework, the study advances understanding of residents’ support in transformation contexts. Empirically, it provides evidence from a setting that remains underexplored in tourism planning research. From a policy perspective, the findings demonstrate that cultivating residents’ support requires more than delivering economic gains; it also depends on shaping destination meaning, reinforcing collective identity, and embedding credible sustainability narratives in tourism development strategies.

2. Literature Review

Residents’ intention to support tourism development is widely recognized as a cornerstone of destination sustainability, policy legitimacy, and long-term success. Contemporary tourism research conceptualizes this support as a behavioral intention shaped not only by evaluations of economic and environmental impacts, but also by perceptual and identity-based mechanisms [1,2]. This perspective is particularly relevant in transformation contexts such as Saudi Arabia, where tourism development is embedded within broader economic diversification and nation-building agendas. Much of the literature is grounded in Social Exchange Theory [11,12], which posits that individuals evaluate tourism by weighing perceived benefits against costs. Empirical evidence consistently shows that perceived economic benefits—such as employment creation, income growth, and infrastructure development—positively influence residents’ support [1,5,13,14], with similar patterns observed in Saudi Arabia [15]. Despite its explanatory power, this exchange-based approach has been criticized for treating support as a largely mechanical response to impacts, offering limited insight into the psychological processes that transform evaluations into behavior. However, Social Exchange Theory alone does not explain how these evaluations are cognitively and symbolically transformed into sustained support, particularly in contexts where tourism is embedded in nation-building and long-term transformation agendas.
Recent research shows that economic benefits influence residents’ support not only directly but also indirectly through perceptual mechanisms, particularly destination image. When tourism is associated with progress, modernization, and global competitiveness, residents tend to form more positive evaluations of their destination [9,16]. Although originally developed to explain tourists’ perceptions, Destination Image Theory [17] has increasingly been applied to residents, demonstrating that favorable images foster pride, attachment, and advocacy [8,9]. Empirical evidence further confirms that destination image mediates the relationship between perceived tourism impacts and supportive intentions [18], indicating that image operates as a cognitive filter through which economic evaluations are interpreted. Yet perceptions of place are not merely instrumental; in transformation contexts they become intertwined with collective meaning, linking image formation to national identity.
Social Identity Theory explains how these symbolic meanings are internalized, allowing destination image to translate economic and environmental evaluations into identity-consistent behavior. Tourism development also engages residents’ collective self-concept. Social Identity Theory [19,20] holds that individuals derive self-esteem from group membership, including national affiliation, and that activities enhancing group prestige foster identification and supportive behavior. Accordingly, residents are more likely to endorse tourism when it strengthens national pride and collective identity [6,7]. Because national identity is closely intertwined with destination image, perceptions that tourism improves a country’s external representation can reinforce pride and identification [9], implying a sequential process in which evaluations shape destination image, strengthen national identity, and ultimately guide behavioral intentions.
Environmental concerns constitute another important dimension of residents’ evaluations. Traditional tourism research often assumes that environmental concerns directly undermine behavioral intention support for tourism. However, recent studies challenge this view, showing that environmentally conscious residents may continue to support tourism when development is perceived as sustainable and responsibly governed [8,10,21]. Environmental concerns may therefore operate indirectly by shaping sustainability-oriented perceptions of destination image and aligning tourism with long-term national values.
Taking together, the literature indicates that residents’ behavioral intention support for tourism from a structured process in which perceived economic benefits and environmental concerns are interpreted through destination image and national identity. By integrating Social Exchange Theory, Destination Image Theory, and Social Identity Theory, a comprehensive framework can capture both the instrumental and symbolic dimensions of residents’ responses. Building on this perspective, the present study adopts a process-oriented model linking perceived economic benefits and environmental concerns to destination image, national identity, and residents’ intention to support tourism development in Saudi Arabia.

3. Hypothesis

The proposed hypotheses are systematically organized into three interrelated pathways, which reflect the process-oriented nature of residents’ behavioral intention support for tourism development, thereby enhancing conceptual clarity. The pathways differentiate among economic drivers, environmental drivers, perceptual mechanisms such as destination image, while clearly considering both direct and indirect effects.

3.1. Economic Evaluation Pathway

The economic benefits that residents perceive serve as the essential basis for their assessments of tourism development. According to exchange-based reasoning, the employment generated by tourism, along with investment and infrastructure improvements, is anticipated to bolster residents’ national pride, enhance the image of the destination, and elevate behavioral intention support for tourism.

3.1.1. Direct Effects of Economic Benefits

The economic benefits perceived strongly influence residents’ opinions of tourist development and the destination’s image. Recent research demonstrates that tourism-related economic growth boosts destination perception. Ref. [22] stressed that economic perceptions shape destination perception, making destination image the main predictor of perceived value. Residents view tourism-booming places as attractive, well-managed, and strategically placed in the global tourist framework [9,16]. Ref. [23] found that economic corridor benefits positively impacted destination image in 800-person research. In developing locations, perceived economic growth from tourism improves locals’ perceptions of destination images [5,15].
In alignment with current tourism literature, increased perceived economic benefits from tourist development are anticipated to improve residents’ perception of the destination image.
H1: 
Residents perceived economic benefits positively affect residents’ destination image.
Residents’ tourist development activity is regularly predicted by anticipated economic benefits [24] found that economic effect perceptions drive tourist sentiments. Ref. [1] show that perceived economic benefits strongly influence residents’ tourist support in various destinations. Ref. [25] confirmed that Perceived Economic Benefits positively affected residents’ support for sustainable tourism. Ref. [26] showed that personal economic gains moderate justice judgments and tourism support. Recent findings from emerging destinations show that economic benefits still influence support, even when social and environmental factors are considered [5]. Ref. [15] found that Saudi residents who see economic benefits from tourism are more likely to support tourist development.
Based on recent tourism studies, greater perceived economic benefits are anticipated to enhance residents’ intention to support tourism.
H2: 
Residents perceived economic benefits positively affect residents’ behavioral intentions to support tourism.

3.1.2. Indirect and Mediated Economic Effects

Recent tourism studies show that residents’ behavioral intention support for tourism is often influenced by perceived economic benefits in a sequential psychological process. According to Social Exchange Theory [11,12], economic gains indicate communal success and progress, influencing citizens’ tourist ratings. The evaluations initially improve the destination image because inhabitants associate economic vigor with attractiveness, competitiveness, and international recognition [9,16]. According to Social identification Theory, a positive destination image boosts national identification [19,20]. Tourism’s good impact on the country’s external image boosts pride and identity, which encourages positive conduct. Ref. [27] showed that destination image mediates service quality, perceived value, and behavioral intention. Ref. [28] show that destination image predicts behavioral intentions, with overall and affective pictures having the greatest impact. Research shows that destination image enhances identity-related outcomes, which increases citizens’ support and advocacy for tourism development [6,7]. Destination image mediates according to several studies. Ref. [29] found that destination image sequentially mediates perceived authenticity and behavioral intentions. National identity and economic gains are not expressly addressed in the texts.
Consequently, perceived economic benefits are anticipated to indirectly affect inhabitants’ behavioral intentions to endorse tourism via a sequential process that encompasses destination image and national identity.
H3: 
Residents destination image and residents’ national identity sequentially mediate the residents perceived economic benefits–residents’ behavioral intention to support tourism relationship.

3.2. Environmental Evaluation Pathway

Residents’ awareness of tourism’s ecological implications is evident in their environmental concerns. Environmental evaluations are proposed to influence residents’ support not just as direct deterrents, but through perceptual and identity-related mechanisms associated with sustainability and the quality of governance.

3.2.1. Direct Effects of Environmental Concerns

Environmental concerns reflect residents’ awareness of tourism’s environmental and sustainability implications. Environmentally conscious residents evaluate tourism based on environmental responsibility, governance, and long-term sustainability. Ref. [30] found a strong association between tourists’ environmental worries and eco-tourism destination locations, suggesting that environmental concern improves destination perceptions. Ref. [31] showed that environmental concern affects destination image and ecotourism intentions. According to [32], conspicuous pro-environmental actions can intentionally impact tourists’ organic destination image, demonstrating that environmental concerns can be proactively generated. Research shows that locals view destinations with environmental knowledge and sustainable practices more positively, improving their overall image [8,10,21].
Consistent with recent tourism literature highlighting sustainability-driven image development, environmental issues are anticipated to positively affect residents’ destination image.
H4: 
Residents’ environmental concerns positively affect residents’ destination image.

3.2.2. Indirect and Mediated Environmental Effects

Recent tourism research indicates that the impact of environmental concerns on residents’ behavioral intention support for tourism typically occurs through a multi-stage evaluative process, rather than through a direct effect. Through a sustainability-focused lens of Social Exchange Theory [11,12], environmental issues are viewed as collective costs that lead residents to reevaluate tourism development concerning governance quality, accountability, and enduring national significance. The initial indications of these reassessments are evident in the evaluations of residents’ destination images. Research indicates that residents who prioritize environmental issues are likely to develop more favorable perceptions of destinations when tourism development is viewed as environmentally responsible and focused on sustainability [8,10,21]. A positive destination image can reinforce national identity by boosting collective pride and affirming the nation’s dedication to sustainable development, in line with Social Identity Theory [19,20]. Evidence from empirical studies substantiates this sequential mechanism, indicating that perceptions of sustainability-driven images improve identity-related outcomes, which in turn elevate residents’ intentions to engage in supportive behaviors [7,9].
Consequently, environmental concerns are anticipated to mediate residents’ behavioral intentions to endorse tourism via a sequential process involving destination image and national identity.
H5: 
Residents’ destination image and residents’ national identity sequentially mediate the residents’ environmental concerns–residents’ behavioral intention to support tourism relationship.

3.3. Perceptual Mechanism: Destination Image

The destination image functions as a pivotal cognitive and perceptual filter, enabling residents to interpret the economic and environmental aspects of tourism. Favorable views regarding the external representation of the destination are anticipated to lead to a more robust identity and increased supportive actions.

Direct Effects of Destination Image

Residents’ conviction that tourism promotes their country globally boosts self-esteem and national identity. Ref. [33] clarify that national identification can skew destination views. Ref. [34] found that destination identity can strongly influence national narratives. A recent study [35] found that national identity increases destination advocacy, increasing their image. A favorable destination image boosts citizens’ pride and nationalism, improving identity-related outcomes [6,9]. Recent research shows that destination image is essential to tourist identity reinforcement [7].
Thus, in alignment with current tourist literature, a positive destination image is anticipated to enhance national identification of the residents.
H6: 
Residents’ destination image positively affects residents’ national identity.

3.4. Summary of Hypothesis

The conceptual framework depicted in Figure 1 encapsulates the proposed relationships explored within the structural equation model. The model delineates perceived economic benefits and environmental concerns as external factors that affect destination image and national identity, which in turn influence residents’ intention to support tourism. Environmental concerns are not hypothesized to have a direct effect on support. Figure 1 illustrates that destination image and national identity hold pivotal mediating roles, highlighting a process-oriented framework in which residents’ economic and environmental assessments of tourism are converted into supportive behavioral intentions via perceptual and identity-based channels, rather than through direct, isolated effects. The sequential mediation paths demonstrate the process by which perceived economic benefits and environmental concerns initially shape destination image, subsequently reinforce national identity, and ultimately affect behavioral intention support for tourism development.

4. Methodology

4.1. Research Design and Data Collection

This study adopts a quantitative, cross-sectional design to examine the relationships among perceived economic benefits, environmental concerns, destination image, national identity, and residents’ intention to support tourism development. Data were collected through a structured self-administered questionnaire adapted from established scales in tourism and social psychology. All items were measured using a five-point Likert scale (1 = strongly disagree, 5 = strongly agree). The online survey was distributed to residents in Saudi Arabia, ensuring voluntary and anonymous participation. After screening for completeness and consistency, 418 valid responses were retained for analysis, providing an adequate sample for covariance-based structural equation modeling (SEM).

4.2. Sampling and Procedure

A non-probability convenience sampling approach was employed. The study population is defined as young, educated Saudi residents, captured primarily through undergraduate university students recruited via online platforms and academic networks in Saudi Arabia. Eligibility required respondents to be at least 18 years old and current residents of Saudi Arabia. After screening for completeness and consistency, 418 valid responses were retained for analysis. The questionnaire was pilot tested with 35 participants to ensure clarity and cultural appropriateness, and translation/back-translation procedures were applied to ensure equivalence between Arabic and English versions [36].

4.3. Measurement of the Constructs

All constructions were measured using v7lidated multi-item scales adapted from prior studies. Perceived economic benefits, environmental concerns, destination image, national identity, and behavioral intention were assessed using five-point Likert-type items (1 = strongly disagree, 5 = strongly agree). The selection and adaptation of measures followed established SEM guidelines to ensure construct validity and reliability [37]. Table 1 reports the items and their original sources. Data was analyzed using covariance-based structural equation modeling in Jamovi 2.7.6, enabling simultaneous estimation of the measurement and structural models and the testing of sequential mediation effects. In line with the process-oriented theoretical framework, the structural equation model was specified to estimate both direct and indirect effects simultaneously. Specifically, the model operationalizes sequential mediation by testing the pathways from perceived economic benefits and environmental concerns to behavioral intention through destination image and national identity (i.e., Peb/Ec → Destination Image → National Identity → Behavioral Intention). This approach enables the examination of residents’ support as a cognitive–identity process rather than as a set of isolated linear effects, allowing the model to capture how evaluative judgments are translated into supportive behavior through perceptual and identity-based mechanisms within a single covariance-based SEM framework.

4.4. Ethical Considerations

Participation was completely voluntary, with a strong emphasis on anonymity, ensuring that no identifying personal data was gathered. Participants were made aware of the scholarly objectives of the research. The study design adhered to established ethical guidelines for behavioral research with human participants.

5. Results

The results are presented in three stages: assessment of the measurement model, evaluation of the structural relationships, and examination of indirect and mediation effects.

5.1. Descriptive Statistics

The demographics of responders are presented in Table 2. The data reflect young, educated residents, as respondents are predominantly 18–24 years old (65.3%), followed by 25–34 (22.7%), and the sample is overwhelmingly undergraduate students (97.8%). Gender distribution is balanced (52.2% male; 47.8% female).
This composition indicates that the findings primarily represent student-based perspectives of young residents, which is particularly relevant in Saudi Arabia given the central role of youth in the Vision 2030 transformation agenda, while limiting generalization to older and non-student resident groups. This concentration may restrict the generalizability of the findings to older or non-student inhabitants, but it is ideal for assessing growing attitudes toward tourist development among a major stakeholder group predicted to shape future tourism support.

5.2. Measurement Model Assessment

The results of the measurement model presented in Table 3 provide compelling evidence for the reliability and convergent validity of the constructs incorporated in the study. The table displays the standardized factor loadings (β), standard errors, z-values, and significance levels for all observed indicators linked to each latent construct. All retained indicators, except for one, demonstrate statistically significant loadings (p < 0.001) that surpass widely recognized thresholds (β ≥ 0.560), suggesting adequate indicator reliability [37]. One item assessing Environmental Concerns (Ec1: Tourism can contribute to environmental pollution) was excluded from further analysis because of its insufficient performance, indicating that it failed to effectively represent the underlying construct within the proposed model. The remaining indicators of environmental concern exhibited acceptable to strong loadings, thereby reinforcing the retained measurement structure. Significant standardized loadings were identified for National Identity, with coefficients between 0.898 and 0.905, reflecting a robust level of consistency among the indicators that represent residents’ pride and identification with the nation. In a similar vein, Perceived Economic Benefits demonstrated strong factor loadings between 0.754 and 0.887, indicating that the items accurately reflect residents’ assessments of tourism’s economic impacts. The findings present compelling support for convergent validity at the indicator level, aligning with the criteria established by [38]. The constructions of Destination Image and Behavioral Intention to Support Tourism exhibited adequate measurement properties. One destination image indicator demonstrated a moderate loading (β = 0.560), while all indicators maintained statistical significance and fell within acceptable ranges, thereby justifying their retention. The observed pattern of standardized loadings, along with the robust statistical significance of the indicators, indicates that the measurement model is accurately defined and appropriate for further structural model estimation and hypothesis testing.
The quality of measurement was evaluated before proceeding with the estimation of the structural model. The findings suggest that the measurement model exhibits adequate reliability and convergent validity, as detailed in Table 4. The latent constructs demonstrate satisfactory internal consistency, as evidenced by Cronbach’s alpha, ordinal alpha, omega coefficients aligning with the recommended benchmarks usually. All constructs demonstrated Average Variance Extracted (AVE) values exceeding 0.50, which supports the presence of convergent validity and suggests that the indicators effectively represent their corresponding latent dimensions [38,39]. Among the constructs, National Identity exhibits the most robust measurement properties, characterized by high internal consistency (α = 0.866) and a significant amount of variance accounted for by its indicators (AVE = 0.814). While the Environmental Concerns construct is measured using two retained indicators. While Cronbach’s alpha (α = 0.644) falls slightly below the conventional 0.70 threshold, this is expected given the sensitivity of alpha to the number of items, particularly in short scales. As a result, composite reliability measures provide a more appropriate assessment. Both McDonald’s omega (ω = 0.772) and ordinal alpha (α = 0.716) exceed recommended thresholds, indicating satisfactory internal consistency. Furthermore, all standardized factor loadings are statistically significant and exceed 0.50, supporting the reliability and construct validity of Environmental Concerns. Cronbach’s alpha values ranging from 0.60 to 0.70 are deemed acceptable in exploratory or context-specific research, provided they are corroborated by more robust composite and ordinal-based reliability estimates [40]. The results of reliability and validity presented in (Table 4) collectively affirm the sufficiency of the measurement model, thereby warranting the continuation to structural model analysis.
The assessment of discriminant validity was conducted through the Heterotrait–Monotrait (HTMT) ratio, following the guidelines established by [41]. The HTMT matrix presented in Table 5 shows that all inter-construct HTMT values fall below the conservative threshold of 0.90, which supports the assertion of sufficient discriminant validity among the latent constructs. While various construct pairs demonstrate moderate associations, all HTMT values remain below the suggested threshold. The highest HTMT value recorded is between National Identity and Behavioral Intention to Support Tourism (HTMT = 0.877), which is close to the threshold but does not exceed it. This outcome is theoretically reasonable due to the strong conceptual link between identity-related perceptions and supportive behavioral intentions. However, it stays within acceptable boundaries, suggesting that the constructions can be empirically differentiated. The HTMT values observed range from 0.563 to 0.797, which further substantiates the notion that perceived economic benefits, environmental concerns, destination image, national identity, and behavioral intention are distinct constructs both conceptually and empirically. The HTMT results presented in (Table 5) substantiate the discriminant validity of the measurement model and indicate that multicollinearity among constructions is not an issue, thus validating the estimation of the structural model.

5.3. Structural Model Evaluation

The goodness-of-fit statistics presented in Table 6 demonstrate a strong alignment between the proposed structural model and the observed data. The chi-square test yielded a non-significant result (χ2 = 55.51, df = 65, p = 0.793), indicating that the hypothesized model aligns closely with the empirical covariance matrix, thereby reflecting a robust absolute fit. The conclusion is reinforced by the Standardized Root Mean Square Residual (SRMR = 0.028) and the Root Mean Square Error of Approximation (RMSEA = 0.001), as both metrics are significantly lower than the recommended threshold values. The incremental and absolute fit indices provide additional support for the model’s adequacy. The Comparative Fit Index (CFI = 1.000), Normed Fit Index (NFI = 0.998), and Goodness-of-Fit Index (GFI = 0.998) are all near one, suggesting that the proposed model effectively represents the data when compared to a null model. The fit indices presented here surpass widely recognized benchmarks for model adequacy, offering robust empirical evidence for the proposed theoretical framework [42].
In addition to global fit indices, the explanatory power of the model was assessed using the coefficients of determination (R2) for all endogenous constructs. The model explains a substantial proportion of variance in Destination Image (R2 = 0.51), National Identity (R2 = 0.806), and Behavioral Intention to Support Tourism (R2 = 0.831). These values indicate that the proposed framework offers strong explanatory capacity across all stages of the cognitive–identity process.
The structural model estimates a total of 80 free parameters and retains positive degrees of freedom (df = 65), confirming that the model is not saturated. Given the sample size (N = 418), the parameter-to-sample ratio remains well within recommended SEM thresholds, supporting the adequacy and parsimony of the specification.
The structural equation model was specified a priori based on established theoretical relationships derived from Social Exchange Theory, Destination Image Theory, and Social Identity Theory. No post hoc model modifications were applied, such as correlated error terms or data-driven path additions based on modification indices. The model is not saturated and retains positive degrees of freedom (df = 65). Although the goodness-of-fit indices are exceptionally high (CFI = 1.000; RMSEA = 0.001; SRMR = 0.028), this outcome reflects the parsimony and theoretical coherence of the proposed framework rather than data-driven overfitting. The model includes a limited number of latent constructions and structurally simple pathways, reducing the risk of capitalization on chance. Nevertheless, we acknowledge that such levels of fit are uncommon in applied SEM using survey data and emphasize the importance of replication in independent samples to further assess the generalizability and stability of the proposed relationships.

5.4. Direct Effects

The structural findings suggest that residents’ backing for tourism development is predominantly influenced by perceptual and identity-related factors as it presents in Table 7. The model demonstrates strong explanatory capacity, accounting for substantial proportions of variance in Destination Image, National Identity, and Behavioral Intention to Support Tourism (see R2 values reported in Section 5.3). The perceived economic benefits play a significant role in enhancing the destination image (β = 0.434, p < 0.001). Additionally, environmental concerns contribute positively to image formation (β = 0.352, p < 0.001). This indicates that both narratives of economic progress and sustainability shape residents’ perceptions of their destination. The destination image significantly influences national identity (β = 0.621, p < 0.001), underscoring its function as a connection between external representation and collective self-concept. While the perceived economic benefits have a direct impact on behavioral intention support for tourism (β = 0.251, p < 0.001), this effect is less pronounced compared to the influences stemming from destination image and national identity. The analysis indicates that both destination image (β = 0.347, p < 0.001) and national identity (β = 0.449, p < 0.001) are significant predictors of residents’ behavioral intentions, with national identity identified as the most influential factor. Conversely, environmental concerns do not have a direct effect on support (β = −0.089, p = 0.136), suggesting that their influence is mediated solely through perceptual and identity-related channels. The findings indicate that residents’ support is developed through a systematic process where economic and environmental assessments are transformed into destination image, which is then internalized as part of national identity, culminating in supportive behavior.
The estimated structural relationships and their significance levels are visually summarized in Figure 2, which provides an integrated representation of the empirical findings.

5.5. Indirect Effects and Mediation Analysis

The results of the mediation analysis are reported in Table 8, which summarizes the estimated indirect effects among the latent constructions. The findings indicate that the relationships among perceived economic benefits, environmental concerns, and residents’ behavioral intention to support tourism are predominantly influenced by destination image and national identity, rather than functioning exclusively through direct connections. The perceived economic benefits have a notable indirect influence on behavioral intention via national identity (Peb → Ni → Bist; β = 0.163, p < 0.001). This suggests that evaluations of the economy lead to supportive behavior mainly by enhancing residents’ sense of national pride and identification. Furthermore, perceived economic benefits affect behavioral intention through destination image, operating both directly (Peb → Di → Bist; β = 0.151, p = 0.001) and sequentially via destination image and national identity (Peb → Di → Ni → Bist; β = 0.121, p < 0.001). The results indicate a complex mediation process where economic advantages improve perceptions of destination image and identity, which in turn promote supportive behavioral intentions. The destination image exhibits a significant indirect effect on behavioral intention via national identity (Di → Ni → Bist; β = 0.279, p < 0.001), highlighting the crucial function of identity-related mechanisms in converting positive destination perceptions into resident supporting for tourism development. The indirect pathway from environmental concerns to national identity alone (Ec → Ni → Bist) does not demonstrate statistical significance (β = −0.004, p = 0.853). Nonetheless, environmental concerns demonstrate considerable indirect effects when influenced by destination image, occurring both directly (Ec → Di → Bist; β = 0.122, p = 0.005) and sequentially through destination image and national identity (Ec → Di → Ni → Bist; β = 0.098, p < 0.001). The observed pattern indicates that environmental concerns play a significant role in shaping residents’ intentions to support tourism. This influence primarily manifests through the development of sustainability-oriented perceptions of destination images, which may, in turn, strengthen evaluations related to identity.
The mediation results presented in (Table 8) substantiate the significant mediating functions of destination image and national identity within the proposed model. They illustrate that residents’ behavioral intention support for tourism is influenced by a blend of economic evaluations, perceptual mechanisms, and identity-based processes, rather than solely relying on direct environmental cost–benefit assessments.

5.6. Summary of Structural Equation Modeling Results

A condensed summary of the hypothesized correlations, matching test data, and support judgments as shown in Table 9, which is intended to make interpretation easier. The results of the direct and indirect effect assessments are summarized in this table, which also provides an integrated review of the empirical evidence that supports the suggested model.

6. Discussion

This study illustrates that residents’ behavioral intention support for tourism development is shaped mainly by perceptual and identity-related factors, rather than solely by straightforward cost–benefit analyses. The concepts of destination image and national identity serve as key mechanisms for translating economic and environmental assessments into favorable behavioral intentions. This perspective focused on processes enhances conventional exchange-based models [11,12] and addresses contemporary demands to progress beyond simplistic linear impact–support narratives, aiming for more nuanced, socially informed interpretations of residents’ involvement in tourism development [1,2,7]. This finding is consistent with recent Sustainability studies showing that residents’ support emerges through complex perceptual and meaning-based mechanisms rather than simple impact evaluations [3,4].
The significance of perceived economic benefits is notable; however, their impact is considerably more pronounced when they operate indirectly via destination image and national identity, rather than through a straightforward instrumental approach. This indicates that residents perceive economic gains not only as material enhancements but also as indicators of collective advancement, modernization, and global acknowledgment [9,16]. In swiftly evolving environments like Saudi Arabia, the legitimacy of tourism is enhanced when it is viewed as a factor in national progress rather than solely as a means for personal benefit [4,6]. Destination image functions as a central cognitive mechanism in this process. Residents’ perceptions of their country are shaped by both economic advantages and environmental considerations, which in turn reinforce national identity and strengthen Behavioral Intention to Support Tourism. This finding underscores the significance of Destination Image Theory beyond its application to tourist behavior [17] and emphasizes its importance in comprehending resident-based reactions to tourism planning [8,9]. The sequential relationship between image and identity suggests that residents initially evaluate the international portrayal of their destination and subsequently internalize these evaluations as feelings of pride and belonging, aligning with recent empirical findings [7,18].
The influence of national identity on residents’ intention to support tourism is significant, highlighting the critical role of identity-based motivations in fostering public legitimacy. This is consistent with Social Identity Theory [19,20] and recent research indicating that symbolic attachment frequently surpasses economic factors in influencing residents’ advocacy [6,7]. In the context of Saudi Arabia, the relationship between tourism and nation branding, along with cultural representation, suggests that the reinforcement of identity serves as a significant motivator for support.
In contrast to conventional beliefs, environmental issues do not inherently diminish residents’ backing for tourism. Their influence functions in an indirect manner, impacting destination image and national identity. Residents who are mindful of environmental issues assess tourism by considering the quality of governance and the principles of long-term sustainability [8,10,21]. The perception of tourism as environmentally responsible enhances the destination’s image and contributes to the formation of a positive identity, which in turn fosters support instead of resistance [18]. Environmental concern serves as a valuable asset for establishing legitimacy when sustainability narratives are effectively integrated into planning strategies. The established sequential mediation pathways represent the fundamental theoretical contribution of this research. The findings indicate that residents’ behavioral intention support for tourism results from a complex interpretive process, where economic and environmental evaluations influence destination perception, strengthen national identity, and ultimately lead to supportive actions. This study does not propose a radical reconceptualization of residents’ support, as prior research has examined mediated and sequential relationships among tourism impacts, perceptions, and behavioral intentions. Instead, it offers an integrative and contextual extension by embedding destination image and national identity within a single, process-oriented framework and validating this structure in a Vision 2030 transformation context. The contribution lies in demonstrating how economic and environmental evaluations are translated into support through identity-based mechanisms in a state-led tourism development environment.

7. Conclusions

This study extends existing understanding of young, educated residents’ Behavioral Intention to Support Tourism in Saudi Arabia by showing that supportive intentions are shaped primarily through destination image and national identity rather than direct cost–benefit evaluation alone. In a Vision 2030 transformation context, tourism support among young residents appears to strengthen when tourism development is interpreted as improving the country’s external representation and reinforcing collective pride and identity. These findings underscore that cultivating support within this demographic requires not only tangible economic outcomes but also credible sustainability narratives and identity-consistent destination positioning.
The empirical evidence from Saudi Arabia highlights the distinctive nature of support formation in transformation contexts, where tourism development is closely intertwined with state-led modernization and nation branding. In such settings, residents’ endorsement depends on whether tourism is perceived as enhancing how the country is seen and how citizens see themselves. This shifts the focus of tourism planning from the delivery of benefits alone to the governance of meaning, representation, and identity.
More broadly, the study contributes a transferable framework for destinations undergoing rapid change. It shows that legitimacy for tourism development is built when economic and environmental narratives are translated into positive destination images and internalized as shared identity. By positioning residents as interpreters of national trajectories rather than passive recipients of impacts, the research offers a more socially grounded understanding of behavioral intention support for tourism and provides a foundation for planning approaches that prioritize symbolic coherence, sustainability, and collective ownership of development trajectories. The contribution is therefore incremental and contextual: it refines existing models by integrating perceptual and identity-based mechanisms and demonstrates their operation within a national transformation and nation-branding setting.
This study has several limitations. First, and most importantly, the sample represents a specific segment of the resident population: young, educated residents, predominantly undergraduate university students (97.8%), with most respondents aged 18–24 (65.3%). Consequently, the findings should be interpreted as explaining support formation within youth/student populations, rather than the broader Saudi resident population. Attitudes among older residents, non-student groups, and residents with different occupational exposure to tourism may differ due to variations in lived experience, dependence on tourism, and local development pressures. Future studies should therefore replicate the model using probability-based or stratified sampling across age cohorts, employment categories, and regions to test population heterogeneity and strengthen external validity. In addition, the study does not incorporate several contextual control variables that have been shown to influence residents’ attitudes toward tourism, such as place attachment, employment in the tourism sector, frequency of contact with tourists, or regional location. The absence of these controls may omit important experiential and spatial heterogeneity in residents’ evaluations. For example, residents living in high-intensity tourism zones, those economically dependent on tourism, or those with strong emotional bonds to place may respond differently to tourism development than those without such exposure. Consequently, the estimated relationships should be interpreted as capturing general cognitive–identity mechanisms rather than fully accounting for contextual variation. Future research should incorporate these variables in multi-region and mixed-demographic designs to enhance explanatory completeness and improve external validity. Second, cross-sectional design restricts inference about how destination image and national identity evolve as tourism development intensifies over time; longitudinal or panel designs would better capture change dynamics. Third, the study relies on self-reported perceptual measures, which may be influenced by common method bias and social desirability. Mixed-method designs (e.g., integrating qualitative interviews) could provide deeper insight into how tourism and sustainability narratives are internalized into identity. Finally, future research could incorporate additional determinants such as place attachment, tourism employment, contact with tourists, and regional context to improve explanatory completeness and generalizability.

Author Contributions

Conceptualization, A.M.; methodology, A.M.; software, N.B.; validation, N.B.; formal analysis, N.B.; investigation, A.M. and N.B.; resources, A.M.; data curation, N.B.; writing—original draft preparation, A.M.; writing—review and editing, A.H.; visualization, N.B. and A.M.; supervision, A.H.; project administration, A.H.; funding acquisition, A.M., N.B. and A.H. All authors have read and agreed to the published version of the manuscript.

Funding

This research received no external funding.

Data Availability Statement

The dataset is available from the corresponding author upon reasonable request.

Conflicts of Interest

The authors declare no conflict of interest.

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Sustainability 18 01629 g001
Figure 1. Conceptual framework illustrating the hypothesized cognitive–identity pathways underlying residents’ behavioral intention support for tourism development. Note: Peb = Residents’ Perceived Economic Benefits; Ec = Residents’ Environmental Concerns; Di = Residents’ Destination Image; Ni = Residents ‘National Identity; Bist = Residents’ Behavioral Intention to Support Tourism.
Figure 1. Conceptual framework illustrating the hypothesized cognitive–identity pathways underlying residents’ behavioral intention support for tourism development. Note: Peb = Residents’ Perceived Economic Benefits; Ec = Residents’ Environmental Concerns; Di = Residents’ Destination Image; Ni = Residents ‘National Identity; Bist = Residents’ Behavioral Intention to Support Tourism.
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Figure 2. Estimated structural equation model with standardized coefficients. Non-significant paths are shown for completeness.
Figure 2. Estimated structural equation model with standardized coefficients. Non-significant paths are shown for completeness.
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Table 1. Measurement Scales.
Table 1. Measurement Scales.
ConstructMeasurement ItemsScaleSources
Perceived Economic BenefitsTourism helps boost the national economy.1 = Strongly Disagree to 5 = Strongly Agree[1,5]
Tourism creates job opportunities for local people.
Environmental ConcernsTourism can contribute to environmental pollution.1 = Strongly Disagree to 5 = Strongly Agree[8,10,21]
Uncontrolled tourism damages natural resources.
Destination ImageMy country is seen as an attractive tourist destination.1 = Strongly Disagree to 5 = Strongly Agree[8,17]
Tourists feel safe and welcome in our country.
National IdentityTourism helps strengthen our national identity.1 = Strongly Disagree to 5 = Strongly Agree[6,20]
I feel proud when tourists admire our culture.
Behavioral Intention to Support TourismI will recommend my country as a tourist destination.1 = Strongly Disagree to 5 = Strongly Agree[2,8]
I support policies that encourage tourism development.
Table 2. Descriptive measures of the sample data.
Table 2. Descriptive measures of the sample data.
N%
GenderFemale20047.84%
Male21852.2%
Ageunder 18133.1%
18–2427365.3%
25–349522.7%
35–44286.7%
45–5492.2%
Level of StudyUndergraduate40997.8%
Postgraduate92.2%
Table 3. Measurement model.
Table 3. Measurement model.
LatentObservedEstimateSEΒZp
Perceived Economic Benefits (Peb)Peb1: Tourism helps boost the national economy.1.0000.0000.882
Pev2: Tourism creates job opportunities for local people.0.8550.0400.75421.280<0.001
Peb3: Tourism increases investment in local businesses.1.0060.0380.88726.777<0.001
Environmental Concerns (Ec)Ec1: Tourism can contribute to environmental pollution.Excluded
Ec2: Uncontrolled tourism damages natural resources.1.0000.0000.644
Ec3: It is important to implement eco-friendly tourism practices.1.5440.1360.99411.387<0.001
Destination Image (Di)Di1: My country is seen as an attractive tourist destination.1.0000.0000.696
Di2: The tourism infrastructure is well-developed.0.8040.0600.56013.294<0.001
Di3: Tourists feel safe and welcome in our country.1.3400.0660.93320.259<0.001
National Identity (Ni)Ni1: Tourism helps strengthen our national identity.1.0000.0000.898
Ni2: Cultural tourism increases pride in local traditions.1.0060.0210.90346.872<0.001
Ni3: I feel proud when tourists admire our culture.1.0080.0210.90547.470<0.001
Behavioral Intention to Support Tourism (Bist)Bist1: I will recommend my country as a tourist destination.1.0000.0000.837
Bist2: I support policies that encourage tourism development.1.0070.0360.84227.822<0.001
Bist3: I am willing to participate in tourism-related activities0.8400.0350.70224.179<0.001
Table 4. Reliability metrics.
Table 4. Reliability metrics.
VariableAOrdinal αω1ω2ω3AVE
Peb0.7800.8780.7920.7920.7920.711
Ec0.6440.7800.6990.6990.6990.701
Di0.7270.8240.6080.6080.6070.556
Ni0.8660.9250.8650.8650.8710.814
Bist0.7330.8390.7480.7480.7410.634
Table 5. HTMT.
Table 5. HTMT.
PebEcDiNiBist
Peb1.000
Ec0.6461.000
Di0.5910.5751.000
Ni0.7680.5980.7971.000
Bist0.7450.5630.7890.8771.000
Table 6. Model fit indices.
Table 6. Model fit indices.
X2DfpSRMRRMSEAComparative Fit Index (CFI)Bentler-Bonett Normed Fit Index (NFI)Goodness of Fit Index (GFI)
55.51650.7930.0280.0011.0000.9980.998
Table 7. Direct effects.
Table 7. Direct effects.
DepPredEstimateSEβzp
NiPeb0.3710.0550.3646.679<0.001
NiDi0.8010.0750.62110.634<0.001
NiEc−0.0130.069−0.009−0.1860.853
DiPeb0.3430.0600.4345.763<0.001
DiEc0.3810.0740.3525.132<0.001
BistPeb0.2380.0680.2513.500<0.001
BistDi0.4170.1140.3473.656<0.001
BistNi0.4180.0890.4494.681<0.001
BistEc−0.1160.077−0.089−1.4920.136
Table 8. Indirect effects.
Table 8. Indirect effects.
DescriptionEstimateSEΒzp
Peb ⇒ Ni ⇒ Bist0.1550.0420.1633.716p < 0.001
Peb ⇒ Di ⇒ Ni ⇒ Bist0.1150.0320.1213.568p < 0.001
Peb ⇒ Di ⇒ Bist0.1430.0440.1513.2700.001
Di ⇒ Ni ⇒ Bist0.3350.0750.2794.459p < 0.001
Ec ⇒ Ni ⇒ Bist−0.0050.029−0.004−0.1850.853
Ec ⇒ Di ⇒ Ni ⇒ Bist0.1280.0370.0983.459p < 0.001
Ec ⇒ Di ⇒ Bist0.1590.0570.1222.7920.005
Table 9. Summary of the SEM analysis.
Table 9. Summary of the SEM analysis.
HypHypothesis StatementPath
(Effect Type)		β (Standardized)z-Valuep-ValueResult
H1Residents perceived economic benefits (Peb) have a positive effect on resident’s destination image (Di).Peb → Di (Direct)0.4345.763p < 0.001Supported
H2Residents perceived economic benefits (Peb) have a positive effect on residents’ behavioral intention to support tourism (Bist).Peb → Bist (Direct)0.2513.500p < 0.001Supported
H3Residents’ destination image (Di) and residents’ national identity (Ni) sequentially mediate the relationship between residents perceived economic benefits (Peb) and residents’ behavioral intention to support tourism (Bist).Peb → Di → Ni → Bist (Serial Indirect)0.1213.568p < 0.001Supported
H4Residents’ environmental concerns (Ec) have a positive effect on residents’ destination image (Di).Ec → Di (Direct)0.3525.132p < 0.001Supported
H5Residents’ destination image (Di) and residents’ national identity (Ni) sequentially mediate the relationship between residents’ environmental concerns (Ec) and residents’ behavioral intention to support tourism (Bist).Ec → Di → Ni → Bist (Serial Indirect)0.0983.459p < 0.001Supported
H6Residents’ destination image (Di) has a positive effect on residents’ national identity (Ni).Di → Ni (Direct)0.62110.634p < 0.001Supported
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Malaj, A.; Hoti, A.; Bayyurt, N. Young Educated Residents’ Support for Tourism Development in Saudi Arabia: The Mediating Role of Destination Image and National Identity. Sustainability 2026, 18, 1629. https://doi.org/10.3390/su18031629

AMA Style

Malaj A, Hoti A, Bayyurt N. Young Educated Residents’ Support for Tourism Development in Saudi Arabia: The Mediating Role of Destination Image and National Identity. Sustainability. 2026; 18(3):1629. https://doi.org/10.3390/su18031629

Chicago/Turabian Style

Malaj, Ardita, Altin Hoti, and Nizamettin Bayyurt. 2026. "Young Educated Residents’ Support for Tourism Development in Saudi Arabia: The Mediating Role of Destination Image and National Identity" Sustainability 18, no. 3: 1629. https://doi.org/10.3390/su18031629

APA Style

Malaj, A., Hoti, A., & Bayyurt, N. (2026). Young Educated Residents’ Support for Tourism Development in Saudi Arabia: The Mediating Role of Destination Image and National Identity. Sustainability, 18(3), 1629. https://doi.org/10.3390/su18031629

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