Browsing by Author "Maki, Malak"

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The Role of Social Media Marketing in Changing Consumer Attitudes About Tourism in Saudi Arabia , AlUla
(2023-07-12) Maki, Malak; Dickinson, Janet
In recent years, social media has spread widely, and its tremendous proliferation has revolutionised the business world in general and marketing in particular. Social media has enjoyed great importance in the tourism sector, as it has been taken as a means of reaching users and those who are interested, influencing their attitudes towards tourism. This research is centred on investigating the role of social media marketing in the development of users' attitudes towards tourism in Al-Ula, Saudi Arabia, and how social media marketing influences people to travel to Al-Ula. A survey was used for sampling (263 social media users located in several territories) through online questionnaires. The findings of the survey indicate that social media does indeed influence people to travel to Al-Ula, Saudi Arabia. Respondents engaged with tourism industry accounts for a variety of reasons, such as gaining access to special offers, getting travel ideas from others' stories, gaining social proof (in the form of high engagement or positive reviews), and making new friends in the business. One of the main reasons people interact with tourism-related social media pages is because they offer useful content and discounts. This finding may also be attributed to the platform's emphasis on visual content. Furthermore, Instagram was found to be the most popular social network used for research and planning vacations among respondents. Social networking sites have the strongest impact on users' attitudes towards tourism in AlUla. The research might also make a notable contribution to marketers and researchers in the Saudi tourism sectors and institutions.
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