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This study examines the impact of strategic initiatives and social media marketing (SMM) on the transformation of Al-Khobar, Saudi Arabia, into a competitive tour-ism destination that is consistent with Saudi Vision 2030. The study shows two main results by means of a quantitative analysis of 298 survey replies using SPSS. First, social media trends show a significant positive relationship with tourist satisfaction (r = 0.600, p < 0.01), with visual channels such as Instagram and TikTok especially powerful in changing destination impressions. Strategic projects—including infra-structure development, preservation of cultural authenticity, and sustainability initiatives—show an even greater influence on tourist improvement (r = 0.709, p < 0.01). The research offers a practical framework for developing tourist markets by bridging theoretical concepts from (Novelli in Niche tourism: contemporary issues, trends and cases. Elsevier, 2005) Niche tourist Continuum and (Ritchie and Crouch in The competitive destination: a sustainable tourism perspective. CABI, 2003) Destination Competitiveness Model. Emphasizing the importance of integrated digital marketing strategies and focused investments to place Al-Khobar as a viable cultural and leisure destination, these results provide practical ideas for tourism stakeholders and legislators. The study adds to practical ideas for carrying out Vision 2030's economic diversification objectives as well as scholarly debate on digital tourism revolution.

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From Challenges to Opportunities: Enhancing Al Khobar Tourism Through Social Media and Strategic Initiatives

  • 章节

  • 发表日期：

    2026年

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  • Ibrahim Ahmed Omar,
  • Shemily P. John,
  • Merhan Mohsen Mohamed,
  • Jeremy John Thomas

摘要

This study examines the impact of strategic initiatives and social media marketing (SMM) on the transformation of Al-Khobar, Saudi Arabia, into a competitive tour-ism destination that is consistent with Saudi Vision 2030. The study shows two main results by means of a quantitative analysis of 298 survey replies using SPSS. First, social media trends show a significant positive relationship with tourist satisfaction (r = 0.600, p < 0.01), with visual channels such as Instagram and TikTok especially powerful in changing destination impressions. Strategic projects—including infra-structure development, preservation of cultural authenticity, and sustainability initiatives—show an even greater influence on tourist improvement (r = 0.709, p < 0.01). The research offers a practical framework for developing tourist markets by bridging theoretical concepts from (Novelli in Niche tourism: contemporary issues, trends and cases. Elsevier, 2005) Niche tourist Continuum and (Ritchie and Crouch in The competitive destination: a sustainable tourism perspective. CABI, 2003) Destination Competitiveness Model. Emphasizing the importance of integrated digital marketing strategies and focused investments to place Al-Khobar as a viable cultural and leisure destination, these results provide practical ideas for tourism stakeholders and legislators. The study adds to practical ideas for carrying out Vision 2030's economic diversification objectives as well as scholarly debate on digital tourism revolution.