Saudi Cultural Missions Theses & Dissertations
Permanent URI for this communityhttps://drepo.sdl.edu.sa/handle/20.500.14154/10
Browse
2 results
Search Results
Item Restricted Unveiling Factors for Sharing of Travel Experiences on YouTube by Inbound Tourists to the Kingdom of Saudi Arabia: A Social Influence Theory Perspective(TAYLOR’S UNIVERSITY, 2024) Alzahrani, Meshari; Lim, JoannThis research aims to investigate how the uploading of travel experiences on YouTube by inbound tourists to the Kingdom of Saudi Arabia is influenced by key determinants and how YouTube plays a role in their decision-making process, as explained by Social Influence Theory. The study employed an explanatory quantitative research method, surveying 402 inbound tourists who use YouTube during their travels. Multiple regression analysis was used to examine the interactions between factors such as Identification with vloggers, Internalization, Social norms, and Perceived Enjoyment in influencing travel decisions. The findings indicate that identification with YouTube vloggers, internalization of travel content, and compliance with social norms have a substantial influence on tourists' destination decision-making in Saudi Arabia, with Perceived Enjoyment playing a moderating role. Both practically and theoretically, this research provides valuable insights for tourism marketers on how to leverage emotional appeal on YouTube to engage potential travellers. Additionally, this study offers a conceptualization of Social Influence Theory within the tourism context, contributing a new perspective on how technology impacts travel behaviour. While few studies have applied Social Influence Theory to the use of YouTube in tourism marketing in Saudi Arabia, this research aligns with Saudi Arabia's Vision 2030, which aims to strengthen the country's international tourism brand.30 0Item Restricted INVESTIGATING THE FACTORS THAT AFFECT TOURISTS’ CHOICE OF DESTINATION: A CASE STUDY OF TOURIST ATTRACTIONS IN ALULA, SAUDI ARABIA(2023-07-23) Alazmi, Abdulmajeed Mohammed S; Beer, SeanVisitor attractions are often seen as an under-research field of study within the tourism system. The values of these attractions and within destinations are clearly seen in government national outcomes, destination development proposals and key assets of tourism strategies. The present paper examines the role, significance, and impact of visitor attraction management on the choice of destination among tourists by taking the case of Al-Ula, Saudi Arabia. Based on survey questionnaire from 159 respondents with domestic travellers in the Saudi Arabia, with quantitative analysis, the paper identified different factors impacting tourist’s destination of choice. The study articulates that various kinds of customer segmentation can be used for acknowledging and evaluating the customer needs and requirements. The demographic segmentation can help in referring to the targeted customers with the help of synchronised discrimination of their profiles according to the relative population approaches. It must be mentioned that various business functions and strategies can be developed with the help of fundamental demographic segmentation. The study also underscores the need for more research on different needs of visitors in context of visitor attractions, getting into the levels of engagement and development of experience for distinct visitor groups.17 0