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The Effect of Influencer Marketing Campaigns in Shaping Tourist Perception of AlUla, Saudi Arabia
Alasadi, Tala
Alasadi, Tala
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Abstract
This study examines the impact of influencer marketing campaigns on destination perceptions in Al Ula, Saudi Arabia. Through a survey questionnaire, I aim to understand the demographics of the respondents, the influence of social media influencers on their perceptions, their level of interest after exposure to influencer content, and the credibility of the influencers. The findings indicate that the majority of respondents, primarily females aged 18-25, consider influencer content as influential in shaping their perceptions, finding the influencers credible and impactful in their decision-making process regarding visiting Al Ula. In summary, influencer marketing significantly impacts destination perceptions, particularly in the context of Al Ula as a potential tourism hub in Saudi Arabia, generating interest among the target audience.