The impact of cultural digital marketing in attracting domestic tourism in the Kingdom of Saudi Arabia

Abstract

Saudi Arabia is characterized by natural resources and historical and geographical potential, making it an ideal tourist destination. However, research on the impact of digital cultural marketing is limited, especially in the Saudi context. Therefore, this research investigates the impact of digital cultural marketing in attracting local tourism in Saudi Arabia. The quantitative approach was mainly used in this study, as data was collected through a questionnaire distributed to 300 of the sample. The questionnaire included closed-ended questions to analyze the data quantitatively, as well as two open-ended questions to obtain additional qualitative insights from the participants. The results found that digital marketing, which includes cultural elements, is effective in attracting local tourism. Furthermore, sensory factors, especially auditory, contribute to the attractiveness of the advertisement. Exposure to folk music and dance in the digital advertisement increases the probability of increasing the number of visitors to the tourist destination.