Role of Social Media Marketing in the Development of Users' Attitudes towards Tourism in Saudi Arabia

Bahurmuz, Lamees Abdulhakeem; Al-Kubaisy, Zenah Mahmoud

doi:10.23919/indiacom54597.2022.9763113

Cited by 1 publication

(1 citation statement)

References 21 publications

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“…In Saudi Arabia, a study by Al-Khaldy et al reported that content from social networking services has the potential to alter the behaviors of individuals (Al- Khaldy et al 2022). Another recent study in Saudi Arabia explored the impact of social media on tourism and argued that social networking sites have the strongest impact on tourists' attitudes compared to online advertisements and electronic word of mouth (Bahurmuz and Al-Kubaisy 2022). Furthermore, according to Javed, Tučková, and Jibril, the information shared on social media networks influences tourists and encourages them to travel to exotic destinations (Javed et al 2020).…”

Section: The Effect Of Social Media On Tourists' Intentions Value And...mentioning

confidence: 99%

Exploration or Exploitation of a Neighborhood Destination: The Role of Social Media Content on the Perceived Value and Trust and Revisit Intention among World Cup Football Fans

Helal

Hassan

Abdelmoaty³

et al. 2023

JRFM

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Over the last decade, social media (SM) has dramatically influenced the tourism sector, and information exchange via SM platforms may affect tourists’ intentions to revisit a tourist destination. In the present study, we investigated the impact of content shared on SM on tourists’ intentions to revisit Saudi Arabia as a neighboring destination to Qatar during the period of a mega-event (Football World Cup). We also assessed the potential mediation effects of the perceived values and trust in local tourism services on such a relationship. A structured survey was distributed to football fans who came to visit Saudi Arabia (n = 300), and a partial least squares structural equation model was constructed to validate this study’s model. Results showed that SM content did not significantly impact the revisit intentions directly. SM content was a significant antecedent predictor of the perceived trust, and the perceived trust predicted future intentions to revisit Saudi Arabia. Therefore, the perceived trust in tourism services was a significant mediator of tourism SM’s effects on tourists’ intentions. However, the mediation path of the perceived value was not statistically significant. Tourism marketers had to ensure that they appropriately convey engaging content that focuses on supporting the trust in a destination, particularly during the periods of mega-events.

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Section: The Effect Of Social Media On Tourists' Intentions Value And...mentioning

confidence: 99%

Exploration or Exploitation of a Neighborhood Destination: The Role of Social Media Content on the Perceived Value and Trust and Revisit Intention among World Cup Football Fans

Helal

Hassan

Abdelmoaty³

et al. 2023

JRFM

View full text Add to dashboard Cite

show abstract

Role of Social Media Marketing in the Development of Users' Attitudes towards Tourism in Saudi Arabia

Cited by 1 publication

References 21 publications

Exploration or Exploitation of a Neighborhood Destination: The Role of Social Media Content on the Perceived Value and Trust and Revisit Intention among World Cup Football Fans

Exploration or Exploitation of a Neighborhood Destination: The Role of Social Media Content on the Perceived Value and Trust and Revisit Intention among World Cup Football Fans

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