An Examination of the Influence of Social Media on Consumer Buying Behavior within the Saudi Arabian Tourism Sector

Abstract

The profound progress of social media has been recognized, leading to extensive discussions on the function and influence of social media in tourist research. Consequently, acquiring a comprehensive understanding of the knowledge generated regarding the subject, particularly in Saudi Arabia, has grown progressively challenging. This study aims to analyze social media's impact on the purchasing patterns of tourism consumers in the Kingdom of Saudi Arabia. This study aims to evaluate the efficacy of social media in the tourism sector. This study employed a survey approach to investigate the potential impact of social media platforms on consumers' decision-making process regarding tourism services. Structural equation modeling (SEM) is a statistical method to investigate the relationship between observed variables and their underlying structures. The study's results validate the assumed connections and fully comprehend how information, influence, utilization, and buying behavior link to consumer decision-making.