المجلة الجزائرية لبحوث الإعلام والرأي العام
Volume 9, Numéro 1, Pages 208-224
2026-07-07
The Role Of Social Media In Media Promotion Of Tourism In The Kingdom Of Saudi Arabia A Field Study From The Perspective Of Tourists
Authors : منال Manal .
Abstract
Abstract: The study aimed to identify the role of social media networks in media promotion of tourism in the Kingdom of Saudi Arabia from the perspective of tourists, and to identify tourists' motivations for coming to the Kingdom of Saudi Arabia for tourism, in addition to identifying the habits and patterns of use of tourists coming to the Kingdom as a source of knowledge about tourism information in the Kingdom. The study relied on the descriptive survey approach and a questionnaire tool in Arabic and English consisting of nine main axes, which was applied to a purposive sample of (500) tourists from inside and outside the Kingdom. The study concluded that social media networks play an effective role in promoting tourist sites, especially modern projects such as Qiddiya and the Red Sea, religious sites such as the Grand Mosque and the Prophet's Mosque, in addition to major events such as the Riyadh Season. The results also showed that influencers play a tangible role in highlighting tourist destinations, especially through their personal experiences and recommendations, and that most tourists rely on more than ten influencers as sources of tourism information
Keywords
Keywords: Digital promotional content, influencers , Media promotion, Social media, Tourists, Tourism, Tourism in Saudi Arabia
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