The Impact of Digital Tourism Marketing Dimensions on Attracting Domestic Tourism in Saudi Arabia

This study explores how digital tourism marketing influences the decisions of domestic travellers in Saudi Arabia. It focuses on five key elements: the usability of mobile applications, the quality of digital content, alignment with individual customer preferences, engagement through social media, and the extent to which marketing campaigns reflect the country’s Vision 2030 agenda. Rather than examining each factor in isolation, this research presents an integrated model to better understand how these digital tools and strategies collectively shape people’s choices to travel within the Kingdom. The study gathered data from 1,200 Saudi citizens who had travelled domestically in the past year. The participants were drawn from different regions to ensure diverse representations. A structured questionnaire was designed and statistically tested to ensure clarity and reliability. The findings show that mobile application usability has the strongest impact on domestic tourism decisions. Travellers highly value digital platforms that are simple to navigate, offer clear and timely information, and support fast and secure bookings. The quality of digital content also plays a crucial role. When tourism-related content is visually appealing, informative, and culturally relevant, it increases interest in local destinations and builds trust. Furthermore, marketing strategies that align with Vision 2030 – promoting national identity, sustainability, and economic development – contribute significantly to encouraging domestic travel. Personalised offers that reflect the preferences and interests of individual users were found to enhance the appeal of local tourism experiences. Social media engagement, while still relevant, was the least influential of the five factors, suggesting that more targeted and interactive social content may be needed to increase its effectiveness. This study offers timely and practical contributions to the field of tourism marketing. Its strength lies in connecting digital marketing strategies with national priorities in a coherent and evidence-based manner. It provides a clear direction for tourism professionals, policymakers, and digital content creators, who aim to boost domestic tourism through smarter use of technology and more culturally resonant campaigns. By adopting strategies that are user focused, content rich, and aligned with national aspirations, Saudi Arabia can increase the attractiveness of its local destinations and encourage more residents to explore the country. These insights also open the door for future research into regional travel patterns, long-term digital engagement, and the potential of advanced technologies such as artificial intelligence and immersive media in shaping the next generation of tourism experiences.