The Role of the Purple Economy in Promoting Cultural Identity of Kingdom of Saudi Arabia: A Case Study of Diriyah

The purple economy is a type of economy that is a fundamental pillar of economic growth for all countries. It refers to the economy integrated with culture, as the purple color refers to creativity. This study aimed to evaluate the role of the purple economy in enhancing cultural identity in Diriyah by analyzing the impact of its five dimensions: cultural diversity, sustainability and social responsibility, inclusiveness and equal opportunities, innovation in service provision, and quality of the tourism experience. The study focused on measuring the impact of these dimensions on the three components of cultural identity: clarity of cultural identity, diversity of cultural experience, and depth of cultural experience, with the aim of understanding the effectiveness of applying purple economy practices in the tourism context of Diriyah. The study used the descriptive analytical approach, where a questionnaire was prepared and distributed to a random sample of tourists in the Diriyah region who had undergone various cultural experiences at the site. 495 questionnaires were analyzed using multiple regression analysis methods to test the study hypotheses and determine the relationships between the independent and dependent variables. The results highlighted the adoption and application of the dimensions related to the purple economy clearly in Diriyah, as well as the prominent distinction of cultural identity. The results also revealed a positive impact of the dimensions associated with the purple economy on enhancing cultural identity. The study results also showed a positive impact of these dimensions on enhancing the three dimensions of cultural identity in Diriyah. The study results confirmed that adopting purple economy practices contributes directly and effectively to enhancing the cultural identity of Diriyah in its various dimensions, making it a successful model for benefiting from these concepts in developing tourist destinations and enhancing their cultural and economic values. The study recommended focusing on enhancing innovation in presenting the cultural experience, given its significant impact on cultural identity and depth of experience. This can be achieved by developing methods of displaying heritage using modern technologies such as virtual and augmented reality, allowing visitors to interact with cultural content in a more lively and interactive way.