Unveiling Factors for Sharing of Travel Experiences on YouTube by Inbound Tourists to the Kingdom of Saudi Arabia: A Social Influence Theory Perspective

Abstract

This research aims to investigate how the uploading of travel experiences on YouTube by inbound tourists to the Kingdom of Saudi Arabia is influenced by key determinants and how YouTube plays a role in their decision-making process, as explained by Social Influence Theory. The study employed an explanatory quantitative research method, surveying 402 inbound tourists who use YouTube during their travels. Multiple regression analysis was used to examine the interactions between factors such as Identification with vloggers, Internalization, Social norms, and Perceived Enjoyment in influencing travel decisions. The findings indicate that identification with YouTube vloggers, internalization of travel content, and compliance with social norms have a substantial influence on tourists' destination decision-making in Saudi Arabia, with Perceived Enjoyment playing a moderating role. Both practically and theoretically, this research provides valuable insights for tourism marketers on how to leverage emotional appeal on YouTube to engage potential travellers. Additionally, this study offers a conceptualization of Social Influence Theory within the tourism context, contributing a new perspective on how technology impacts travel behaviour. While few studies have applied Social Influence Theory to the use of YouTube in tourism marketing in Saudi Arabia, this research aligns with Saudi Arabia's Vision 2030, which aims to strengthen the country's international tourism brand.