The impact of digital tourism marketing applications on the mental image of a tourist destination and travel decisions: A case study of the Kingdom of Saudi Arabia

Abstract

This study examines how digital tourism marketing applications affect the mental image of Saudi Arabia as a leisure destination and influence tourists' travel decisions. It uses a model that connects these three factors. The research used a quantitative, descriptive-analytical method. An electronic questionnaire was sent to a random sample of 270 people from various age groups. The data were analyzed with descriptive statistics, correlation tests, and linear regression in SPSS v26 to study the relationships between the variables. The results showed that digital tourism marketing applications significantly affect mental image, and there is a strong link between mental image and tourists' travel decisions. The analysis found that mental image partly mediates the effect of digital marketing on travel decisions, meaning digital marketing shapes perceptions before they influence actual choices. The findings show that digital platforms and influencers help change Saudi Arabia's traditional image into one of a full entertainment destination. A positive mental image now directly motivates people to travel, highlighting the need to use interactive content to attract tourists. The study suggests improving digital marketing with tailored interactive campaigns and working with influencers to create a positive mental image that encourages travel.