The Role of Digital Media in Shaping Global Awareness of Saudi Tourist Destinations

As digital platforms have become the primary source of information and decision-making in global tourism, understanding their impact on promoting international tourism is of critical importance. This study aims to examine the influence of various digital media, such as social media, digital news websites, travel blogs, and travel forums, on participants' awareness of tourism destinations in Saudi Arabia. It also seeks to explore the extent of the relationship between the frequency of exposure to digital information about Saudi tourism and the increase in awareness of these destinations, as well as the relationship between increased awareness of Saudi tourism destinations and the likelihood of visiting Saudi Arabia for tourism in the future. The researcher employed the survey method and an electronic questionnaire as a tool to gather information from a sample of 385 individuals from diverse nationalities interested in travel. One of the key findings was that social media surpassed other forms of digital media in audience preference for providing information about tourism destinations. Although the majority of participants were exposed to digital content about Saudi tourism destinations, this did not generate an intention to visit in the future. Finally, the researcher recommends several strategies that could effectively contribute to enhancing the visibility and appeal of Saudi tourism destinations among foreign audiences in line with their interests and preferences.