IMPACT OF SOCIAL MEDIA SITES ON THE

DEVELOPMENT OF INLAND TOURISM IN

SAUDI ARABIA: A FIELD STUDY ON A

SAMPLE IN SAUDI ARABIA

Jamel Ali Arous

• College of Business Administration, Northern Border University, Arar, Saudi

Arabia

•jamel.benarous@nbu.edu.sa

Bilal Louail*

• College of Business Administration, Northern Border University, Arar, Saudi

Arabia

•bilal.louail@nbu.edu.sa

Mesud Essa Tayeb

• College of Business Administration, Northern Border University, Arar, Saudi

Arabia

•mesud.tahtouh@nbu.edu.sa

Nadya Ali Hima

• College of Business Administration, Northern Border University, Arar, Saudi

Arabia

•nadia.hima@nbu.edu.sa

Reception: 28 January 2024 | Acceptance: 20 February 2024 | Publication: 20 March 2024

Suggested citation:

Ali Arous, J., Louail, B., Essa Tayeb, M. and Ali Hima, N. (2024). Impact of social

media sites on the development of inland tourism in Saudi Arabia: a ﬁeld

study on a sample in Saudi Arabia. 3C Empresa. Investigación y

pensamiento crítico, 13(1), 15-34.

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Ed. 53 Iss.13 N.1 January - March, 2024

ABSTRACT

The study's objective is to examine the effects of social media usage on domestic

tourism in Saudi Arabia and determine the factors that contribute to these effects. To

accomplish this goal, we will analyze data regarding users' utilization of social media

platforms and their influence on their responsible conduct towards domestic tourism.

This analysis will be done by administering 886 questionnaires tailored to each user,

the study also seeks to determine the elements influencing user response to this

information, including age, gender, education, culture, socioeconomic status, and

environmental factors. Amos will utilize equations to analyze the data. The study

discovered a statistically significant correlation between the utilization of social media

platforms to promote domestic tourism in Saudi Arabia and the variations in impact

based on gender and educational attainment.

KEYWORDS

Social Media, Inland Tourism, Saudi Arabia.

INDEX

ABSTRACT .....................................................................................................................2

KEYWORDS ...................................................................................................................2

1. INTRODUCTION .......................................................................................................3

2. LITERATURE REVIEW .............................................................................................5

3. METHODOLOGY ......................................................................................................6

3.1. Study model: ......................................................................................................6

3.2. Study variables: ..................................................................................................7

3.2.1. Social media sites: ......................................................................................7

3.2.2. Home tourism and the foundations for its development: .............................8

3.3. Study community and sample: ...........................................................................8

4. RESULTS AND DISCUSSION ................................................................................10

5. CONCLUSION ........................................................................................................16

ACKNOWLEDGEMENT ...............................................................................................17

REFERENCES ..............................................................................................................17

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1. INTRODUCTION

Social media is one of the most significant technological innovations of the last

decade, and it has seen a dramatic development in use and diffusion worldwide.

Among the sectors that have greatly benefited from this development is tourism,

specifically the development of inland tourism. Saudi Arabia is one of the most

essential destinations in the world, with a rich cultural and historical heritage and

many beautiful natural sites. [5]. The development of social media has played a

significant role in promoting domestic tourism and informing people about the

Kingdom's contribution. The tourism industry's development considers the tourist

destination's social and cultural environments, particularly its perceptions [25][30]. It

considers tourism a promising sector in providing local employment opportunities and

raising and promoting tax revenues. [25].

Tourism development has gained global recognition as a catalyst for economic

growth, agriculture, energy development, and poverty alleviation. Although scientists

disagree with empirical research, tourism development is widely believed to lead to

economic growth [24]. Tourism participates in the growth and development of the

State, primarily by bringing in multiple economic values and benefits and by helping to

build the value, image, and identity of the brand in the region. As a significant

contributor to economic growth [18], however, we must also face the potential

challenges and problems that may arise from using social media to develop inland

tourism. The dispersion of information, the spread of false news, the negative impact

on privacy and safety, and the challenges of controlling the reputation and quality of

destinations may arise. [39].

This study will contribute to a better understanding of the impact of social media

sites on the development of inland tourism in Saudi Arabia. It will provide practical

recommendations and suggestions to promote the effective use of these platforms in

promoting local destinations. It will also contribute to guiding governmental and private

efforts to strengthen the domestic tourism sector and achieve sustainable

development in Saudi Arabia. Hence, the problem of the following:

Do social media sites have a statistically significant impact on the

development of inland tourism in Saudi Arabia?

This scientific article aims to study the impact of social media sites on the

development of inland tourism in Saudi Arabia. The various impacts of these platforms

on the tourism sector will be analyzed, as well as how their practical use in promoting

local destinations can be enhanced. A comprehensive research methodology,

including a quantitative analysis of available data, was used, and previous studies and

research on the impact of social media on inland tourism were also reviewed.

The importance of studying the impact of social media on the development of

inland tourism in Saudi Arabia is to promote inland tourism. The development of

domestic tourism is essential for strengthening the local economy and diversifying

Saudi Arabia's sources of income. By understanding the impact of social media sites,

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promotion and marketing strategies for inland destinations can be improved, and

demand can increase. In addition to raising community awareness, social media can

play an essential role in raising awareness of Saudi Arabia's culture, heritage, and

natural beauty among the community. By sharing personal images and experiences,

national affiliation and pride can be enhanced, and interest in internal tourism can be

enhanced. Impact on the local economy: Strengthening domestic tourism leads to

increased spending in tourist areas, shops, restaurants, and local hotels. The

contributes to the creation of new jobs, the strengthening of the local economy, and

the improvement of the local population's standard of living.

Furthermore, the development of tourism infrastructure, where increased attention

to inland tourism can enhance investment in tourism infrastructure, and famous

tourism trends can encourage private and government participation to improve

infrastructure, including developing tourism roads, facilities, and monuments. Finally,

private sector development can enhance the role of the private sector in developing

inland tourism. Hotels, tourist companies, and other facilities can use social media to

promote tourism offers and services and attract more visitors.

The study of the impact of social media on the development of domestic tourism in

Saudi Arabia aims to achieve several objectives, the most important of which is to

understand the impact of social media. The study aims to explore and analyze how

social media can influence tourism behavior and interest in domestic tourism in Saudi

Arabia. The study will attempt to understand the patterns, trends, and impact of these

platforms on destination selection and travel decisions. Improving promotion and

marketing strategies: The study will analyze data and capture patterns and trends in

the use of social media to promote internal tourism. This knowledge will be used to

improve marketing strategies, promote internal destinations, and raise awareness and

demand. Measuring the impact of social media on inland tourism: The study will

assess the results and practical impact of social media in promoting inland tourism.

Research and analysis tools will be used to measure the increase in demand for

inland tourism and to identify the factors influencing this increase.

The results show that social media sites are crucial in promoting domestic tourism

in Saudi Arabia. Local travelers can share experiences and destination information

through these platforms and obtain valuable recommendations and tips [4]. In

addition, tourism institutions and stakeholders can use social media sites to promote

performances and events and raise awareness of the Kingdom's cultural and natural

heritage. [34]

This article was divided into five parts arranged as follows: first, introduction,

Second, Literature Review. Thirdly Methodology. Fourthly, Results and Discussion.

Finally, it contains a summary of the findings and recommendations and a search

horizon.

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2. LITERATURE REVIEW

Several studies covered the subject in various aspects, including the reference to

the relationship between inland tourism and its impact on the quality of life. Study [25]

Effects of tourism on residents' quality of life in Saudi Arabia: An empirical study, which

examined the effects of tourism on the quality of life of residents of Saudi Arabia and

identified a range of critical derivatives that could be affected by tourism. This article

discussed four main dimensions that precisely define the scope of tourism: economic,

social, cultural, and environmental; with the analysis of empirical data from Saudi

Arabia, these dimensions are being tested about Saudi Arabia's broader demographic

variables through a questionnaire from a sample of 775 locals living in the Makkah Al-

Mukarramah area. A simple regression analysis was carried out, and a test (v) was

conducted to examine the study hypotheses. A regression analysis showed that

tourism had a rather direct impact on the population's quality of life. Analysis of test t

showed that many demographic factors were primarily linked to the four dimensions of

tourism. Also, a study [29] concluded that the participants had been granted leave as

the primary motivation for choosing to spend their vacations locally; a recent study

[34] investigates the impact of tourism on fostering economic growth in Saudi Arabia.

The study utilizes annual time series data spanning from 2003 to 2019. The study

employs fundamental statistical techniques such as correlations, unit root testing, and

Johansen joint integration testing. The researchers are conducting tests on the

decrease in joint integration and the Granger causality test to validate the correlation

between tourism and economic growth. The findings indicate a significant and

enduring correlation between economic growth and several aspects of tourism,

including tourism profits, tourism expenditures, and tourist arrivals. Specifically, the

number of tourists visiting a destination is closely associated with economic growth.

This study conducted by Rehman and Alnuzhah [38] focuses on examining the

relationship between tourism and economic growth. To determine the motives for

travel or the intentions of tourists. The catalysts identified showed that "participation in

new adventures has increased tourist knowledge and flight from routines has been the

most important reason for visiting Saudi tourists in the Ha'il area. The cluster analysis

results show that "relaxation" is the highest catalyst for tourists visiting Hail. Studies

focused on social media, most notably Alqahtani & Saba, 2014, which were conducted

through 646 online surveys and used for data analysis. The study conducted the

Tokidi working analysis, structural equation modeling, and multi-cluster analysis to test

hypotheses through SPS and AMOS. The results also showed that "the credibility of

information" significantly affects "knowledge image," "emotional image," and

"behavioral intention." The results also indicated that participants using Twitter and

different platforms to search for emerging destinations had partially influenced the

model. It contributes to understanding the factors affecting the images of emerging

destinations through social networking platforms and influencing tourists' intentions to

visit emerging destinations. This proposition is consistent with a study [19], which

refers to the use of social media for e-commerce between small companies in Saudi

Arabia through various sites, and a study [40], which argues that Internet and

information technology are not critical factors for successful marketing of small and

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medium-sized businesses from the point of view of the Saudi Arabia tourism industry.

What characterizes our study is that all studies have focused on an essential factor,

namely, the underlying motives or factors affecting internal tourism, without

considering their development factors.

3. METHODOLOGY

The research explains in detail how the study is designed, and data is collected

and analyzed. This method includes the description of the sample used, the

measurement tools used, and the statistical analysis methods.

3.1. STUDY MODEL:

Figure 1. Model of Study

The usage of media has an impact, on domestic tourism with age and gender

playing a role in how people interact and share content. The more individuals use

media the more likely they are to come across materials, travel guides and

recommendations for domestic tourism destinations and activities. This exposure can

influence their decision making process. Inspire them to explore tourism options.

Interacting with tourism related content on media through liking, commenting and

sharing can also contribute to spreading information about tourism destinations and

experiences. Positive interactions with content can generate interest among

individuals making them more likely to consider tourism as a leisure option. Users who

actively share content related to tourism contribute to word of mouth promotion by

exposing their circles to information about local attractions, events and

accommodations. When this shared content comes from trusted peers or influencers,

within ones network it carries greater credibility and influence.

Different age groups may have patterns of using media and engaging with

domestic tourism content. Younger generations, like Millennials and Generation Z are

often more tech savvy and active on media. They rely heavily on platforms like media

for planning trips finding inspiration from posts created by users and influencer

recommendations. On the hand older age groups may not use media as much when it

comes to travel planning but could still be influenced by content shared by friends or

family members. Gender also plays a role in how people engage with tourism content

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on media. Research suggests that women tend to share and interact with travel

related content frequently than men. This means that marketing strategies targeting

social media users should focus on using user generated content, testimonials and

captivating visuals to capture their interest in tourism experiences. Overall it is crucial

for tourism marketers and policymakers to understand the factors that influence social

media usage and engagement behaviors taking into account differences such, as age

and gender. This understanding will help them effectively utilize media platforms to

promote tourism initiatives.

3.2. STUDY VARIABLES:

3.2.1. SOCIAL MEDIA SITES:

Social connection is being facilitated through the Internet and the global network.

Nevertheless, the swift proliferation of web features in the social realm, coupled with

the affordable nature of online data storage, has enabled the provision of user-centric

online spaces to Internet users. These spaces can be filled with user-generated

content and offer numerous possibilities for interlinking, thereby facilitating the

formation of virtual social networks. Social media services rapidly became a

commercial and social phenomenon by capitalizing on the underlying necessities [37].

The most prominent social media platforms include Facebook, Twitter, Instagram, and

TikTok. The word "social network" will be the initial concept mentioned while

discussing the question: What is social media? The response could be deemed

unambiguous. Facebook and Twitter are both prominent social media platforms. The

reference is from Boyd and Brennan's work published in 2006. In the past decade,

there has been significant growth in intricate, diverse, and highly engaged interactions

between firms and their customers via social media platforms. Companies utilize

social media platforms to enhance their reach to customers in different locations [15]

and improve their brand perception [35]. As customers now view social media as a

source of marketing information rather than just a promotional tool, it has become

crucial for marketers to effectively utilize social media and its capabilities to control,

analyze, and predict customer behavior. In order to gain a competitive edge and

produce exceptional results [27], although corporate social media presents significant

opportunities, there is currently a lack of a definitive definition or comprehensive

framework to effectively incorporate social media into marketing strategies and fully

comprehend the nature and function of social media marketing strategies [12]. Social

media platforms serve as channels in marketing, enabling individuals to establish

connections and exchange information and emotions. The reference is from Kaplan

and Haenlein, 2010. Social media initiated three essential market developments

initially. Social media enables companies and customers to engage in previously

unattainable communication. Communication is facilitated through various platforms

like Facebook, small blog sites like Twitter, and content communities like YouTube.

These platforms enable social networks to form around shared interests and values

[23].

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Additionally, "social media" and “[31]” refer to internet platforms or mobile phones

that utilize content-focused techniques and user interaction [10 Page:17]. These

platforms allow for two-way interaction through user-generated content and facilitate

communication between users. [28]. Social media differ from traditional sources or

static websites, as they are communication channels that enable users to generate

and share their content and engage with information. Such platforms include

Facebook, Twitter, Instagram, YouTube, and Google Plus.

3.2.2. HOME TOURISM AND THE FOUNDATIONS FOR ITS

DEVELOPMENT:

Tourism literature frequently represents the factors influencing tourism as driving

and attractive forces. The underlying principle of this concept is that individuals

engage in travel due to the impetus of their internal motivations and the attraction of

external factors related to the destination's characteristics. [7]. The two aspects that

influence the decision-making process in travel are "payment" and "pull." Payment

factors refer to the social and psychological motivations that enable a person to travel.

At the same time, attractions are the specific aspects that draw a person to a

particular destination when making a travel decision [7]. In the case of Saudi tourists,

their attractions are primarily based on cultural and religious values. These facts

indicate that Islamic culture strongly influences Saudi society, Dean. The study further

substantiates the correlation between push and pull factors. In contrast to international

tourism, which relies heavily on global regulations and colossal infrastructure, local

tourism asserts that it has developed and is self-sufficient without substantial

investments and marketing. It was suggested as a suitable substitute for international

travel in response to external events like disasters and crises. [41]. The tourist

industry in the KSA is a burgeoning sector seeing tremendous expansion. It is a

critical priority in the Kingdom's vision for 2030. It contributes to the Kingdom's

historical and heritage assets and its natural and cultural variety. The country is

considered the birthplace of the Islamic religion, which adds to its appeal to travelers.

[13].

3.3. STUDY COMMUNITY AND SAMPLE:

The research community consists of individuals residing on the northern border.

Simultaneously, the researcher disseminated the resolution electronically using

diverse communication channels for the sample study. There were 856 genuine

replies available for analysis, around 10% to 20% of the total population [25]. The

responses indicate the State of the community in thousands and are highly suitable

for this study.

The study hypotheses are derived from the model:

The Galati hypotheses were derived from model 6. The initial primary proposition is

that the respondents' responses indicate a positive trend for the studied variables.

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Second fundamental premise:

H0: There is no statistically significant correlation

between social media and the development of internal tourism in the sample, with a

confidence level of 5%. This premise assumes the existence of three sub-suppliers.

H01/ There is no statistically significant correlation between the extent of social

media usage and the growth of domestic tourism in the study sample, with a

confidence level of 0.05.

H02/ There is no statistically significant correlation between the engagement on

social media and the development of inland tourism in the study sample in terms of

trust.05

H03/ There is no statistically significant relationship between the extent of

engagement with social media content and the advancement of indoor tourism in the

study sample in terms of trust.05

The third hypothesis posits that there are no statistically significant disparities

between the research variables as a result of the social type variable in the study

sample, with a confidence level of 5%. The fourth hypothesis posits that there are no

statistically significant alterations between the study variables that can be ascribed to

the age variable of the study sample, with a confidence level of 5%. The study

employed the quantitative methodology [22] to examine data, obtain outcomes, and

explain the associations and impacts among different variables in the study. In

addition, extrapolation was used to examine and convey the results to the study

community.

Educational instrument

Data collection from the study sample mainly relies on identification, which involves

distributing surveys to people on the northern border through various communication

channels. A total of 886 responses were obtained. Form 23 consists of three

paragraphs, outlined as follows:

Section I: Personal details: This section focuses on acquiring students' personal

information, including their gender, age, educational qualifications, and preferred

contact methods.

Part II consists of the independent variable, social media, encompassing 15

paragraphs.

Part III includes the subsequent variable: The text consists of eight paragraphs and

focuses on e-marketing. A pentagram ladder has been employed for the resolution.

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4. RESULTS AND DISCUSSION

Validation of form and method of statistical analysis

The method of validation was verified by administering The survey to a panel of

experts. Several paragraphs underwent modifications, including additions,

reformulations, and insertions. Therefore, the questionnaire was completed, and the

stability of the research tool was assessed using the Alpha Crombach coefficient,

which yielded a value as indicated in Table 01.

Table 1. Item-Total Statistics

Source: SPSS Outputs.

The results in table 01 specify that the persistence factor for each paragraph is

0.90, which exceeds the accepted reliability degree of 0.70. This factor suggests that

the results are acceptable for scientific research. Furthermore, the overall measure of

0.92 indicates a high level of persistence in resolution.

Natural distribution test.

For a sufficiently high sample size, it is possible to infer the original distribution by

applying the Central Limit Theorem, which assumes a normal distribution [9]. Among

the statistical procedures employed, the Statistical Programme SPSS (24) has been

utilized to perform the necessary statistical analyses utilizing the subsequent

statistical tools:

•Performing calculations for mean and standard deviation.

•A correlation factor used to calculate the coefficient of interpretation.

•Calculate the values of f and t to ascertain the veracity or falsity of the hypothesis.

•Utilization of a multiple linear regression model.

•Studying the moral differences between study variables.

principal variable Subvariables Number Alpha Cronbach's

Social Media

Extent of use 5 0.93

Interaction 5 0.92

Share content 5 0.92

domestic tourism 8 0.91

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Testing hypotheses and discussing results

The initial fundamental assumption is that the interviewees' trends positively

correlate with the study variables. In order to verify this idea, the calculating averages

are derived from the following:

Table 2. Descriptive Statistics

Source: SPSS Outputs.

Table 2 displays all variables' mean and standard deviation, allowing for the

following observations: By applying the maximum range calculation approach, we can

determine the threshold/level at which 5.4 divided by 3 is 1.33. Consequently, we may

classify values from 1 to 1.33 as weak, 1.34 to 3.67 as medium, and 3.68 to 5 as

strong. The social media variable had an overall calculation average of 3.97,

indicating its relative importance for third-level (strong) researchers. The variable's

standard deviation was less than 1 [14], suggesting there is weak dispersion in the

sample responses. This deviation aligns with the findings of Glassy [16], Jacobs et al.

[21], and Alghizzawi et al. [3], regarding the influence of social media on the

effectiveness, precision, and user-friendliness of information. However, it contradicts

the Nielsen & Schrøder [36], study conclusions, which have been more applicable to

news rather than social media in the countries examined. Furthermore, it contradicted

a study [1] that found a prevailing inclination among the participants to utilize social

media platforms.

The mean level of domestic tourism was computed to be 3.2164, categorized as

level II (average), with a standard deviation of less than 1. This discovery is consistent

with a study carried out by Bogari et al. [7], which found "cultural value" and "religious"

elements as the primary drivers for Saudi tourism. These characteristics include

Min Max Mean St. Dev

Q1-5 1,2 5 3,842 1,046

Q6-10 1 5 4,018 1,0144

Q11-15 1 5 4,21333 0,92933

W1-4 1 5 3,37 0,8115

W5-8 1 5 3,81 0,84375

extent of use 2 5 3,8397 0,75504

interaction 1,4 5 4,0187 0,7691

share content 1,2 5 4,0485 0,78069

domestic

tourism

1 5 3,2164 0,66586

social media 1,53 5 3,969 0,69153

N886

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elements such as cultural, religious, advantageous, cognitive, social, economic,

familial collaboration, attention, leisure, and accessibility to amenities. The citation is

derived from the publication of Mufeed and Gulzar, [32]. This finding corroborates the

initial premise, which posits that the interviewees had a favorable inclination towards

the research variables. Additional information regarding this matter will be presented

in the results section. The second primary hypothesis states that no statistically

significant relationship exists between social media and the development of inland

tourism in the sample used for the study at specified level of confidence. The number

is 05, correlation analysis is necessary to address the issue of multiple linear

correlation. It involves assessing the correlations between the four independent and

dependent variables. This evaluation helps determine the extent of correlation

between the independent and dependent variables. The table below displays the

correlations between each independent variable and the dependent variable and the

correlations between each independent variable and its corresponding counterpart.

Table 3. Matrix of correlations between variables

Source: SPSS Outputs.

Table 4. Correlations between study variables

Source: SPSS Outputs.

The table indicates a moderate association between the dimensions of social

media and inland tourism. Nevertheless, there exists a disparity in the correlation

between different elements within this relationship. The feature of inland tourism that

holds the most tremendous significance is the sharing of material, with a connection

factor of 0.61. This factor is closely followed by interaction, which has a connection

factor 0.57. Ultimately, the level of usage is accompanied by a low correlation

extent of

use interaction share

content

social

media

domestic

tourism

extent of use 1

interaction 487 1

share content 310 324 1

social media 106 480 408 1

domestic

tourism 362 509 610 567 1

(domestic tourism)

(social media)

Correlation value Significant level

extent of use 0.36 0

interaction 0.50 0

share content 0.61 0

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coefficient. The value is 0.36. These findings align with multiple notable investigations

[2], which have arrived at three primary conclusions:

Many individuals utilize social media technology to gather information about

appealing locations they desire to visit in Amman.

The majority of survey participants assert that negative encounters shared on

social media regarding a specific destination influence their travel choices.

Numerous respondents emphasize the necessity for the Ministry of Tourism of

the Sultanate of Oman to employ additional social media platforms, aligning

with the findings of our study and a separate study [20], which determined that

individuals now have the means to exchange knowledge, perspectives, and

experiences through online communication. Furthermore, its influence extends

to shaping the behavior of other users during the purchase process, in addition

to a study conducted by [33].

The document outlines the goals, anticipated achievements, criteria for success,

and metrics for evaluating performance during the two years, as shown in Table 05.

Table 5. Regression analysis of variance (ANOVA)

Source: SPSS Outputs.

The above table shows that Fisher's calculated value (59.222) and the

corresponding level of morale (0.000) are estimated to be statistically significant. This

estimation means rejecting the primary zero hypothesis and accepting the central

alternative premise based on a statistically significant impact of social media on the

development of internal tourism at the moral level (0.05.) of the sample in question.

This result is consistent with Al-Badi et al. [2] and Bogari et al. [7].

Partial hypotheses test: The F test may be misleading because it tests the overall

mentality of the model. In order to test the partial hypotheses, the T-test has been

adopted to test the mentality of each of the model's teachers individually at a moral

level (0.05 >=a). Table 06 below shows the following:

The sum of

squared variance.

Degrees of

freedom.

Mean square

variance.

Calculated

F value

Moral

level.

Regrission 13.232 1 13.232

59.222 0

Residuel 13.182 59 223

Total 26.414 60 -

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Table 6. Testing the significance of regression coefficients according to the student statistic

Source: SPSS Outputs.

In order to explain the results of the above table, it is necessary to detail in detail

the partial assumptions to be tested, which will be presented as follows:

Sub-Hypothesis 01:

Hypothesis H0: There is no discernible effect that is statistically significant of use on

domestic tourism at a significance level of 0.05 at the institution under consideration.

Alternative Hypothesis H-1: There is a statistically significant impact of use on

domestic tourism at a moral level (0.05.) in the institution in question.

The above table shows that the regression factor for the independent variable

(economic dimension) was (0.111), the corresponding standard value is (0.125), and

the corresponding T value is statistically unethical, with the calculated level of morale

(0.251) being more significant than the approved level of morale (0.05), meaning

acceptance of the zero hypothesis that there is no statistically significant effect of use

on domestic tourism. This study agreed with the study [2] regarding the

unenforceability of the use in the development of inland tourism while with the study

[17], which social media have proved to be a significant means of communication that

has spread throughout the region. Tourism is one of the sectors that has benefited

most from the Internet. As a result, social media have become an integral part of any

central or government tourism promotion and planning.

Sub-Hypothesis 02:

There is no statistically significant impact on domestic tourism at a moral level

(0.05.) in the institutions in question.

Alternative Hypothesis H-1: There is a statistically significant impact on domestic

tourism at a moral level (0.05.) in the institutions in question.

The above table (06) shows that the regression factor for the independent variable

was (0.157), the corresponding standard value was (0.108), and the corresponding T

value was (1.458), statistically unethical, with the calculated level of morale (0.003)

being lower than the approved level of morale (0.05), meaning acceptance of the

alternative hypothesis that there is a statistically significant influence on domestic

B Std. err BETA T SIG

C287 449 - 639 -

extent of use 111 96 125 1.159 0.251

interaction 157 108 173 1.458 3

share content 404 108 387 3.755 0

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tourism. This results is our agreed study [20] that social media have created new

opportunities for interaction and communication among people. Today, online

communication lets individuals exchange knowledge, views, and experiences. Its

impact also goes further by influencing other users; behavior in the decision process

[17] and, through the presence of the Internet in today's world, has also tended to be

one of the most effective marketing and advertising tools. Social media has proved to

be a significant part of the tourist industry.

Sub-Hypothesis 03:

The non-H_0 hypothesis: There is no statistically significant impact on domestic

tourism at a moral level (0.05.) in the institutions in question.

- Alternative Hypothesis H_: There is a statistically significant impact on domestic

tourism at a moral level (0.05·) in the institutions in question.

Table (06) shows that the regression factor for the independent variable (ethical

dimension) was (0.404), the corresponding standard value is (0.108), and the

corresponding T value (3.755) is statistically moral, with the calculated level of morale

(0.000) being lower than the approved level of morale (0.05.iii.), meaning that the zero

hypothesis and acceptance of the alternative hypothesis based on a statistically

significant impact on domestic tourism are rejected, this was the case with several

studies, most notably [2][7]. However, after the elimination of the extent of use

because it does not affect the dependent variable (community competence sharing) in

the sample in question, because the corresponding level of morale is greater than 5%,

in which case we must delete the two former independent variables and re-analyze

the statistically, the following results are shown:

Table 7. Summary of the Regression Model

Source: SPSS Outputs.

Table 8. ANOVA Test

Source: SPSS Outputs.

RR2R2-Ajus Standard error

702 493 475 481

The sum of

squared variance.

Degrees of

freedom.

Mean square

variance.

Calculated

F value

Moral

level.

Regrission 13.02 2 6.51

28.195 0

Residuel 13.39 58 231

Total 26.41 60

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Table 9. Testing the significance of regression coefficients according to Student statistics

Source: SPSS Outputs.

The Mathematical model:

Through the deployment curve extracted from SPSS, we found that the study

follows the linear model shown in the following equation:

(1)

Whereas : is a Domestic Tourism, and is Interaction, and

is Share

Content, is Error term, and is parameter of model.

And The final linear regression model becomes as follows:

(2)

5. CONCLUSION

The statistical analysis conducted using the Social Science Statistical Package

Programme (SPSS) yielded the following findings: The first significant hypothesis

posited that the importance of social media and domestic tourism variables supported

the interviewees' positive attitudes towards the study variables. These results align

with Glassy [16], Jacobs et al. [21], and Alghazawi et al. [3], who emphasized the

impact of social media on the efficiency, accuracy, and ease of information use.

However, this contradicts the findings of Nielsen & Schrøder [36], who found television

more influential in news consumption than social media in the countries under study. It

contradicted a study [1] that found a consistent pattern among the study participants

to utilize social media platforms.

The findings on domestic tourism align with a study conducted by Bogari et al. [7],

which identified "cultural value" and "religious" factors as the primary motivations for

Saudi tourists. These factors were considered more significant than others, such as

cultural, religious, beneficial, knowledge, social, economic, family group work,

attention, relaxation, and convenience of facilities. Additionally, the study by Mansur

and Mumuni [29] highlighted the importance of distinguishing between internal and

external tourism in Saudi Arabia, which is consistent with the patterns observed in our

study. Notably, our findings also support the notion that non-religious aspects of

B Std. err BETA T SIG

C210 418 - 501 -

interaction 474 107 454 4.432 0

share content 347 93 382 3.725 0

Yi=β0+β1*X1+β2*X2+β3*X3+β4*X4+⋯+εi

εi

β0,β1,β2,β3,β4

Yi= 0.21 + 0.474 * X1+ 0.347 * X2

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tourism are gaining prominence, as indicated by previous research on the subject.

Mufeed and Gulzar [32]

This study's primary hypothesis suggests a statistically significant relationship

between social media dimensions and overall domestic tourism. The statistical

analysis revealed that the null hypothesis (H0) was unsupported, and the alternative

hypothesis (H1) was accepted. This accetance means that social media significantly

impacts domestic tourism in the sample study. Additionally, the study found that

various practices influence domestic tourism.

By sharing personal images and experiences, people have encouraged each other

to explore beautiful places and diverse cultures in the Kingdom. Social media has also

made it easier for tourists to disseminate helpful information and advice about travel

and accommodation in different places. It has also promoted awareness of Saudi

cultural and historical heritage [38], increasing people's willingness to explore more

local destinations. [11]. These efforts have significantly improved domestic tourism in

the Kingdom in recent years. [41]. The number of visitors arriving at indoor tourist sites

and interest in local events and festivals has increased. This increase in turn, has

contributed to the strengthening and developing the local economy.

In short, social media have played a crucial role in stimulating domestic tourism in

Saudi Arabia. It provided opportunities to promote destinations and provide better

information and communication. As technology evolves and social media improves,

we can expect a brighter future for internal tourism in Saudi Arabia. Strengthening

cooperation between the tourism sector and social media can achieve tremendous

success and sustainability in this area.

Therefore, social media's power must be invested in promoting domestic tourism

while maintaining responsibility and accuracy in disseminating information. To

continue to explore and promote the diversity of destinations in the Kingdom of Saudi

Arabia and to contribute to the achievement of the 2030 Vision for the Development of

Tourism as a Vital and Sustainable Sector that promotes the local economy and

reflects the beauty and heritage of the Kingdom.

ACKNOWLEDGEMENT

The authors gratefully acknowledge the approval and the support of this research

study by the grant no. BSAA-2022-11-1822 from the Deanship of Scientific Research

at Northern Border University, Arar, K.S.A.

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