The Role of Social Media in Promoting Tourism in Saudi Arabia

Mohammed Alhuntushi, Abdullah

doi:10.21608/jkom.2024.395336

The Role of Social Media in Promoting Tourism in Saudi Arabia

Author

Abdullah Mohammed Alhuntushi

King Khalid Military College, KSA

10.21608/jkom.2024.395336

Abstract

The study aimed to explore the role of social media in promoting tourism in Saudi Arabia, identifying the best patterns of social media use for obtaining tourism information from the tourists' perspectives. It also examined whether there were statistically significant differences in these patterns based on tourists' demographic characteristics (gender: male/female, nationality: Saudi/non-Saudi). A descriptive survey method was employed to examine the impact of TikTok on Saudi youth. The field study was conducted on 505 tourists, both local and foreign, who visited Saudi Arabia. A questionnaire was used to collect data, and after verifying its validity and reliability, it was applied to the sample. The study found several key results, including:
- X (formerly Twitter) is the most widely used social media platform.
- There is a relationship between the patterns of social media use for obtaining tourism information and tourists' demographic characteristics (gender, nationality, age group, educational qualification).
- Social media has been highly effective in promoting awareness of Saudi Arabia's tourist attractions.
- Social media played a significant role in disseminating news and information about tourism services at a very high level.
- Social media was highly effective in delivering tourism advertisements related to Saudi Arabia.
- Social media contributed significantly to boosting tourism activities in the country.

Keywords

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