The Influence of a Country's Sustainable Development on Likeability, Intention to Travel, and Country Image: A Case Study from Saudi Arabia

This paper discusses the impact of sustainable development on place likeability, intention to travel, and country image. The paper aims to find out whether the UK's sustainable development encourages people in Saudi Arabia to visit the UK. A self-administered questionnaire was used, which 320 respondents were asked to complete. The collected data were analysed using SPSS software. The results showed that the country's sustainable development has a major influence on place likeability and intention to travel. The results also indicated that country image leads to country attachment. This paper provides a guideline for managers and policy makers who would like to consider the influence of the environment on their organisations. Additionally, managers can benefit from this paper by considering that country image, intention to travel, and happiness are correlated constructs that are influenced by sustainable development.