The Role of Social Networks in Choosing a Tourist Destination in the Case of Saudi Tourists

Abstract

This chapter is about exploring the role of social media and blogs in choosing a destination from the perspective of Saudi tourists. The authors use a sample of people who are planning their destination. The study is based on a survey of 1200 Saudi tourists in the end of 2021 year. To do so, the authors use a Pearson test, a measure of the stability of the questionnaire by the coefficient of Alpha-Cronbach. Also, they employ a descriptive analysis to explain the impact of social networks in choosing a tourist destination. The empirical results show that the role of the internet in general and social media, in particular, plays an important role in the Saudi tourist's choice of a destination. Facebook is the most frequently consulted social network when choosing a destination. Tourists in Saudi Arabia book their stay 1 to 3 months in advance at a physical travel agency and book accommodation and transport.