مجلة التمويل والاستثمار والتنمية المستدامة
Volume 10, Numéro 2, Pages 558-578
2025-12-29

Impact Of Social Media Marketing On Umrah Travel Planning: The Case Study Of Algerian Umrah Performers



Authors : Yessad Boubakeur . Kahoul Mohamed Yazid .

Abstract

The present study sheds light on the impact of Social Media Marketing on Umrah Travel Planning. It investigates the factors that influence the intention of Algerian Umrah performers to use social media for planning their Umrah travel. The study used a questionnaire as a data collection tool. The sample size was 300 Algerians who have already performed Umrah. Data were collected electronically between March and April, 2025 -spanning Ramadan to Shawwal 1446H-. SmartPLS (v4.1.1.4) was used to analyze data. The SEM-PLS method and Bootstrapping statistical technique were used respectively to create the model and test hypotheses. Findings indicate that, during the pre-trip planning phase, both marketer-generated content (MGC) -travel and tourism agencies- and user-generated content (UGC) moderately impact Algerian Umrah performers’ intention to use social media for Umrah travel planning. However, the MGC effect is slightly stronger compared to that of UGC.

Keywords

Social Media Marketing ; Umrah Travel Planning ; Algerian Umrah Performers ; Marketer-Generated Content (MGC) ; User-Generated Content (UGC)

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