الصورة الذهنية للسياحة السعودية: اتجاهات مستخدمي وسائل التواصل الاجتماعي نحو السياحة الداخلية خلال فترة التعافي من أزمة كوفيد-19

Abstract

Domestic tourism is considered one of the pillars of the economy in various countries of the world. The Kingdom of Saudi Arabia seeks, through Vision 2030, to enhance domestic tourism and increase its revenues as one of the non-oil revenues working in all its sectors to achieve this. However, the Covid-19 crisis had a major impact on all activities, including tourism activity. The current study aims to identify the trends of social media users towards Saudi domestic tourism during the recovery period of such crisis, which was defined as from 2023 to 2025. This was done by using a questionnaire data collection tool on a sample of 404 social media users. The study sought to identify the social characteristics of users of domestic tourism during the recovery period. The study also sought to identify the impact of motivating factors represented by social media as a source of information, previous experiences on the cognitive image of domestic tourism, and the impact of personal factors, both health and psychological, on the emotional image of domestic tourism. To reach the results of the study, the two researchers introduced modifications and developments to Baloglu and McCleary's conceptual framework for the image, and the questions were tested within that framework. The study concluded that social media has a statistically significant impact on the formation of the cognitive image of domestic tourism, and health factors also have a high impact on the behavioral image of domestic tourism.