Cross-cultural perceptions and tourist satisfaction in the Middle Eastern context: a case study of Abu Dhabi’s destination image

Purpose This study aims to examines the cross-cultural perceptions and satisfaction of international tourists visiting Abu Dhabi, United Arab Emirates, focusing on how cultural backgrounds influence destination image and tourist experiences. Design/methodology/approach A qualitative, interpretivist approach was adopted, with semi-structured interviews conducted with 20 international tourists between November 2021 and March 2022. A non-probability purposive sampling was used to select participants who had previously visited key attractions in Abu Dhabi. Thematic analysis was applied to extract key insights. Findings The findings underscore the pivotal role of Schwartz’s universal values and cultural beliefs in shaping tourist perceptions and satisfaction. Distinct differences emerged among cultural groups: Asian tourists demonstrated a greater awareness of Abu Dhabi’s attributes, while Western tourists often held preconceived notions influenced by comparisons with Dubai. Tourists reported overall satisfaction with Abu Dhabi’s cultural and environmental offerings, but also highlighted gaps in marketing and infrastructure that could enhance destination appeal. Originality/value This study contributes novel insights to the relatively underexplored domain of cross-cultural tourism in the Middle East. By exploring the dynamic interplay between cultural values and tourist perceptions, it offers actionable recommendations to enhance Abu Dhabi’s position as a global tourism hub, bridging gaps between academic literature and industry practices.