Evaluating Customer Experience in Traditional Restaurants in Hail, Saudi Arabia: A Food Tourism Perspective

This study investigates customer experience in traditional restaurants in Hail, Saudi Arabia, from the lens of food tourism. As culinary tourism gains global momentum, traditional dining venues have emerged as vital spaces where culture and cuisine intersect. These restaurants offer tourists not only authentic Saudi dishes but also a gateway to understanding local heritage and social identity.

A quantitative, descriptive methodology was adopted. Data were gathered from 417 restaurant customers using a structured questionnaire that evaluated five key dimensions: food quality, service and staff, ambiance and design, atmosphere and environment, and cleanliness and appearance. Findings revealed that participants were highly satisfied with the taste and cleanliness of the food, as well as the politeness and professionalism of the staff. However, lower scores were reported for aspects such as the availability of healthy food options and background music.

The study fills a gap in the literature concerning food tourism in Hail and provides practical recommendations to enhance the cultural value and customer satisfaction in traditional restaurants. These include improving menu variety, introducing healthy alternatives, and creating more immersive cultural experiences through décor and storytelling. The research concludes that traditional restaurants in Hail hold great potential to strengthen the region's food tourism appeal and contribute to its sustainable tourism development goals.