A Critical Evaluation of the Role of Influencers in Festivals and Events Marketing Strategies: A Case Study of Saudi Arabia

Abstract

This study examines the effectiveness of destination marketing strategies employed by Saudi Arabian event organisers to promote local events and festivals, with a particular emphasis on the role of using social media and influencers. Guided by the theory of planned behaviour, which posits that beliefs about a behavior impact attitudes towards it. A mixed methods approach was used, involving semi-structured interviews with Saudi Arabian tourism managers to explore event marketing strategies and surveys distributed to tourists in Saudi Arabia to evaluate the impact of marketing on visitors. The survey findings highlight that use of social media and influencers significantly influence tourists' attitudes and awareness of local festivals and events, both directly and indirectly through electronic word-of-mouth (e-WOM). There is also a notable direct correlation between social media, influencers, and perceived destination images. The qualitative interviews show that Saudi marketing strategies encompass offline methods (including cultural adherence, discounts, and visual advertising), online tactics (such as influencer marketing, social media engagement, and success measurement), and recovery strategies (like virtual events, partnerships, and continuous audience communication). The research contributes a comprehensive theoretical framework to the literature on tourism and event marketing. This framework also serves as a guide for destination providers and regulators, offering insights for better sector integration and addressing potential challenges, like pandemic-related disruptions. This study is significant for its emphasis on proactive marketing measures to sustain tourism growth and adapt to changing circumstances.