Strategies for Creating Digital Content through Social Media Platforms for the Tourism Sector and their Role towards the Saudi Identity
, Vol.13
, Special Issue (Fifty-sixth) about: Digital Markiting
PP:43
Authors:
Mohammed Saleh Alrushud-PhD researcher in communication & digital media,Mass Communication Department,College of Humanities & Social Sciences,King Saud University
Abstract:
The current study aimed to identify the digital communication strategies employed by the Saudi Tourism Authority through its @Visit Saudi account on the X platform to convey the contents of the Saudi cultural identity. To achieve this, the study analyzed the content published in English language on the @Visit Saudi account on the X platform, during the period from October 1, 2023 to March 31, 2024. This was done by scanning the posts, which numbered 194 posts during the specified period. Also, the results of the study concluded that the Saudi Tourism Authority, through its account on the X platform @Visit Saudi, focused in its tourism promotion of the Kingdom of Saudi Arabia in its English-language content on the basic value that distinguishes the Kingdom through promotion through Saudi culture or identity, as the results showed that (%82.7) of the content included phrases that indicate the Saudi identity in its cultural aspect. Furthermore, the results showed that the diversity in publishing topics related to the Saudi identity in the tourism sector, with a clear focus on topics related to historical and cultural landmarks, which came in at (%49.4), followed directly by the Saudi environment at (%48.7). This result reflects the Authority's interest in presenting the Kingdom as a cultural destination that carries historical symbols linked to its geography in promoting tourism in the Kingdom of Saudi Arabia. The study also showed that the Saudi Tourism Authority relied on the persuasion strategy in its account @Visit Saudi, which came in at (100%), which is reflected in the account's reliance on tourism promotion. In the conclusion, the study recommends that diversifying strategies would create a higher level of interaction.
Key Words:
Digital Content Creation Strategies - Tourism Sector - Saudi Identity - Digital Content Creation - Tourism Authority.
Research Language:
Arabic
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