EXPLORING THE INFLUENCE OF SOCIAL MEDIA COMMUNICATION ON DESTINATION BRANDING: A STUDY OF SAUDI ARABIA

Abstract

Tourists now find social media important in forming their perceptions and decision criteria when traveling. This Research investigates the impact of destination marketing organizations -generated content and tourist-generated content on tourists' inspiration to visit Saudi Arabia, emphasizing the mediating role of destination image dimensions (cognitive, affective, and sensory) and the moderating role of cultural distance. Based on the Elaboration Likelihood Model, Hofstede Cultural Dimension Theory; the research analyzed a dataset of 237 responses using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings reveal that destination marketing organizations -generated content and tourist-generated content significantly enhance perceived advertising value, which in turn influences cognitive image and affective image. Furthermore, both cognitive image and affective images significantly shape sensory image, which strongly predicts travel inspiration. Additionally, cultural distance moderates the relationship between sensory image and travel inspiration, indicating that tourists from culturally distant regions may require stronger sensory stimuli to feel inspired to visit. These findings provide theoretical contributions by integrating sensory image as a critical mediating construct and highlighting cultural adaptation in tourism marketing. From a practical standpoint, the research can guide destination marketers and policymakers in Saudi Arabia on how to design social media strategies to maximize engagement and travel inspiration. Future research should explore the role of emerging digital technologies such as augmented reality (AR) technology and artificial intelligence in shaping destination image perceptions. Keywords: Social media marketing, destination image, cultural distance, tourist-generated content, travel inspiration, PLS-SEM.