IDEAS home Printed from https://ideas.repec.org/a/pkp/jotmre/v11y2024i2p231-247id3981.html
   My bibliography  Save this article

The impact of e-marketing on leisure tourism in the Kingdom of Saudi Arabia: A field study

Author

Listed:
  • Jamel Ali Arous
  • Bilal Louail
  • Nadya Ali Hima
  • Mesud Essa Tayeb

Abstract

This research examined the impact of electronic marketing on tourists’ preferences by conducting a field study on a sample of citizens and residents in the northern border region of the Kingdom of Saudi Arabia. The study aims to understand the relationship between e-marketing campaigns through three variables: digital presence and online content, interaction of bloggers and influencers, social networking sites, online presence and content, and their impact on leisure tourism, through visitor satisfaction and personal experience as an intermediary variable, and how that affects visitors’ satisfaction and users’ decisions regarding their decisions in choosing recreational tourist destinations in the Kingdom of Saudi Arabia. The research aims to shed light on the role of electronic marketing in encouraging leisure tourism and identify the factors influencing tourist decisions in this context. This study utilized surveys conducted with users, totaling 756 participants. We used the quantitative method in the process of collecting and analyzing data from the study to identify the factors influencing users' responses to such information. The data analysis process relied on structural equation modeling using both Amos program and the SPSS program. The study concluded that the results indicate a relationship and influence between electronic marketing campaigns and their variables, digital presence, and online content, social media sites, bloggers, and influencers interact, through visitor satisfaction and user experience, which leads to an increase in tourists’ preference for leisure tourism in the Kingdom of Saudi Arabia.

Suggested Citation

  • Jamel Ali Arous & Bilal Louail & Nadya Ali Hima & Mesud Essa Tayeb, 2024. "The impact of e-marketing on leisure tourism in the Kingdom of Saudi Arabia: A field study," Journal of Tourism Management Research, Conscientia Beam, vol. 11(2), pages 231-247.
  • Handle: RePEc:pkp:jotmre:v:11:y:2024:i:2:p:231-247:id:3981
    as

    Download full text from publisher

    File URL: https://archive.conscientiabeam.com/index.php/31/article/view/3981/8352
    Download Restriction: no
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pkp:jotmre:v:11:y:2024:i:2:p:231-247:id:3981. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dim Michael (email available below). General contact details of provider: https://archive.conscientiabeam.com/index.php/31/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.