THE IMPACT OF SOCIAL MEDIA ON TOURIST BEHAVIOR AND DESTINATION CHOICE: A FOCUS ON MILLENNIALS FROM SAUDI ARABIA

Abstract

This study delves into the transformative impact of social media on the tourism industry, specifically focusing on its influence on Saudi Arabian millennials, a pivotal cohort shaping contemporary travel trends. As Saudi Arabia emerges as a burgeoning tourist destination, understanding the intricate ways in which millennials utilize social media to shape their travel decisions becomes imperative.