The Influence of Social Media in Travel Decision-Making: A Case Study of Saudi Arabia

Abstract

This study aims to investigate the influence of social media on Saudi tourist behaviour, focusing on the impact of social media influencers (SMIs) on decision-making including post-COVID-19 pandemic period. A mixed methods approach was used to examine Saudi travel behaviours in-depth. The study implemented online questionnaires to 302 Saudi social media users, employing Factor and Cluster analysis to identify prevalent patterns. It subsequently delivered online, qualitative semi-structured interviews with 12 individuals who had completed the questionnaire and employed a thematic analysis. The questionnaires found that social media is an essential source of information when planning holidays, both before and during travel. Suggesting that holiday planning is no longer limited to the pre-travel phase but continues throughout the holiday. A key reason to use social media during a holiday was to facilitate micro-decisions, which occur continually. This shift indicates that social media has made holiday planning a dynamic, ongoing process, enabling tourists to search and decide on their next experiences at any given destination. Additionally, it reveals differences in demographics in social media usage and the impact of SMIs on holiday planning. Generation Z (Gen Z) and millennials show a greater reliance on social media and are more trusting of influencer recommendations. However, information adoption from SMIs depends significantly on the similarity with the influencers, their perceived expertise, trustworthiness and provide quality information. Also, the content offered by SMIs post-covid-19 has helped to plan holiday and reduce perceived travel risks. Semi-structured interviews suggest that SMIs are seen as experienced and knowledgeable, helping followers in travel decision-making. The credibility of SMIs is linked to their perceived similarity with followers, but can be compromised by inauthentic, excessive, misleading, or sponsored content. Post-COVID-19, the content from SMIs has become valuable in influencing travel decisions, offering timely updates and clear guidance on safety and restrictions. This highlights the potential for travel organizations to leverage SMIs' persuasive skills and sponsored content for effective marketing campaigns. This study benefits marketers and Saudi policymakers in developing social media marketing strategies to promote the country as a holiday destination. Which is aligns with the Vision 2030's objectives positioning Saudi Arabia as a vibrant tourist hub.