The Impact of Social Media Marketing on Purchasing Hotel Services Among Social Media Users for Domestic Tourism in Saudi Arabia
| dc.contributor.advisor | Moritz, Sebastian | |
| dc.contributor.author | Alzahrani, Ahmed Yahya S | |
| dc.date.accessioned | 2023-07-10T07:32:33Z | |
| dc.date.available | 2023-07-10T07:32:33Z | |
| dc.date.issued | 2023-05-15 | |
| dc.description | The dissertation consists of five chapters that collectively provide a comprehensive analysis of the research topic. The first chapter serves as an introduction, outlining the research questions, objectives, and hypotheses. It emphasizes the effectiveness of social media and digital marketing in attracting customers and presents the research problem. The significance of the study is rooted in its potential to shed light on the impact of social media on purchasing decisions in the Saudi Arabian hotel industry. Chapter two presents a literature review, connecting previous research papers to the research objectives defined in the introduction chapter. The literature review delves into the impact of social media marketing on purchasing hotel services for domestic tourism in Saudi Arabia. It also addresses the challenges faced by social media marketing in this context and explores relevant theoretical frameworks. Furthermore, this chapter identifies a literature gap related to the limited adoption of social media marketing by business firms in the Saudi Arabian tourism industry. Chapter three details the methodology employed in the study, explaining the various methods and techniques used for data collection and analysis. The research follows a positivist research philosophy, employing a deductive approach and a descriptive research design. Primary quantitative data is collected through a questionnaire distributed to 101 participants via social media platforms. The fourth chapter focuses on the analysis and discussion of the findings. It interprets the collected real-time data, primarily through survey graphs. The analysis aims to develop relevant themes aligned with the research objectives, providing theoretical justifications, empirical evidence, and insights obtained from the data. In the fifth and final chapter, the conclusion and recommendations are presented. This chapter provides an overview of the research, discusses its limitations, and suggests future avenues for exploration. Specific recommendations are offered to enhance the purchasing graph of hotels in the Saudi Arabian hotel industry, including the incorporation of resources to elevate customer experiences, adherence to core marketing policies, and the utilization of trained professionals. By examining the impact of social media on the hotel sector of the Saudi Arabian tourism industry, this dissertation contributes to the existing knowledge on digital marketing strategies. The findings offer valuable insights for marketers and industry professionals, enabling them to make informed decisions and enhance their marketing efforts in the ever-evolving landscape of social media. | |
| dc.description.abstract | This dissertation investigates the influence of social media on the marketing sector, with a specific focus on the hotel sector within the Saudi Arabian tourism industry. The study aims to explore the significance of social media and digital marketing in attracting a large customer base while utilizing minimal resources. The research focuses on detecting the importance of digital media marketing in influencing the purchase of hotel services among social media users for domestic tourism in Saudi Arabia. | |
| dc.format.extent | 76 | |
| dc.identifier.uri | https://hdl.handle.net/20.500.14154/68549 | |
| dc.language.iso | en | |
| dc.publisher | University of Surrey | |
| dc.subject | Social Media Marketing | |
| dc.subject | Decision-making | |
| dc.subject | Hotel services | |
| dc.subject | Genuine regenerative tourism | |
| dc.subject | Brand loyalty | |
| dc.subject | Value consciousness | |
| dc.subject | Saudi Arabia | |
| dc.subject | Tourism Policy Responses | |
| dc.title | The Impact of Social Media Marketing on Purchasing Hotel Services Among Social Media Users for Domestic Tourism in Saudi Arabia | |
| dc.type | Thesis | |
| sdl.degree.department | Faculty of Arts and Social Sciences | |
| sdl.degree.discipline | Tourism and Hospitality | |
| sdl.degree.grantor | University of Surrey | |
| sdl.degree.name | Master of International Hotel Management |