CONSUMER PERCEPTIONS OF THE VISIT SAUDI TOURISM ADVERTISING CAMPAIGN

Abstract

Background: Previous studies by Mariani et al. (2018) and Cheung et al. (2020) consider how factors such as social media and consumer behaviour have an impact on intention to travel and perception of different tourist destinations. However, empirical insight into the phenomenon of social media and its influence on tourism in Saudi Arabia is limited, as well as the effect of personal and lifestyle factors.

Aims and Objectives: The aim of this study was to explore how social media affects consumer intentions and their perceptions of the Visit Saudi campaign. Additionally, this research aimed to explore the variables which influence consumer behaviour when considering a travel destination, as well as lifestyle and demographic factors.

Methods: Qualitative semi-structured interviews were conducted with 22 participants of different nationalities and backgrounds over Zoom in July 2021. A total of 13 women and nine men took part in the study, with the mean age of the participants being 35. Participants were invited to watch the Visit Saudi campaign, alongside semi-structured interviews which were thematically analysed (Clarke, 2006).

Findings: This study found that social media and consumer behaviour has an influence on perception of a destination and consumer intention. New findings indicated how influencers also play a role in affecting these variables and cultural factors. Social media campaigns must be utilised further to enhance consumer perception of Saudi Arabia as a tourist destination, as responses revealed significant interest in either visiting or understanding more about the location, a view captured across different ages, nationalities and demographics in this study. This study opened many possible directions for further research such as religious tourism.