The Influence of Social Media on Tourist’ Destination Choice: Evidence from Saudi Arabia Destination Management Organizations

Abstract

This research examines the impact of social media on the travel intentions and behaviours of Saudi tourists, with an emphasis on Destination Management Organisations (DMOs). Using the Theory of Planned Behaviour (TPB), the study explores how social media platforms, especially Instagram influence destination choices. Quantitative research was conducted using surveys with 101 respondents and survey results analysed using regression analysis. Survey results reveal that tourists value authentic traveller reviews and visually compelling content provided by DMOs. However, concerns regarding the potential bias and marketing agendas of DMOs also emerged, suggesting a need for greater transparency in their campaigns. The research identified Instagram as the predominant platform for travel inspiration, although Snapchat and Twitter have also gained in popularity over time. Some of the challenges to effective DMO campaigns include uncovered include perceived bias, language barriers, and insufficient information. The study concludes by highlighting the significance of trust, transparency, user-generated content, and the vital role of visually appealing platforms in the travel decision-making process. The theoretical and practical implications of the study are discussed, offering insights for DMOs to refine their marketing strategies in a technologically progressing external environment.