Effect of Electronic Word of Mouth on Destination Promotion in Saudi Arabia

Running head: OPERATIONS
The Effect of Electronic Word of Mouth via Social Media on Destination Promotion or
Branding or Marketing in Saudi Arabia
Name of the Student:
Name of the University:
Author Note:

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Abstract:
The aim of this research paper lies in the identification of the electronic word of mouth through
destination promotion or marketing or branding in regard to Saudi Arabia. The paper put forward
a description of the electronic word of mouth (eWOM) that focus primarily on the person to
person contact happening over the internet. eWOM comprises of the interpersonal
communication that distinguishes it from the mass communication like advertising. It has the
power of reaching a multitude of people at a particular point of time and possesses a greater
potential of being viral. Thus, eWOM have become one of the flourishing research areas having
rising number of publications in a year. The research articles of eWOM seem to appear in
various journals in fields of marketing, management and information system and psychology and
computer science. Therefore, the significance of the eWOM as focused research interest within
academic community has been not only strong but also growing. The paper also provides an
insight into Vision 2030, through which the economy of Saudi Arabia aspires to be not only
thriving, stable and strong economy that provided limitless opportunities to everyone. The paper
also shows the power of social media in destination branding. In this regard, it can be said that
Saudi Arabia is going through unexpected social changes and the entire society of Saudi Arabia
has been increasingly moving towards progressive mindset. The modernism is reflected on how
they seem to engage with one another and the entire world over the internet and the social media.
A reflection on past year statistics puts across that number of the internet users in the Saudi
Arabia rose by close to 30 million with the internet penetration standing at 91 percent.
Keywords: Electronic word of mouth, Saudi Arabia, Destination Branding.

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Table of Contents
Chapter 1: Introduction....................................................................................................................3
1.1 Background of the Research:.................................................................................................3
1.2 Research Questions:...............................................................................................................4
1.3 Research Objectives:..............................................................................................................5
1.4 Research Hypothesis:.............................................................................................................5
1.4 Research Framework:............................................................................................................6
Chapter 2: Literature Review...........................................................................................................8
2.1 Electronic Word of Mouth (eWOM):....................................................................................8
2.1.1 Saudi Government Use of Twitter and Instagram for Promoting Destination................8
2.2 Tourism................................................................................................................................10
2.3 Destination Image................................................................................................................13
2.4 Destination Image Building.................................................................................................14
2.5 Destination Branding/ Marketing.........................................................................................15
2.6 Promote Destination.............................................................................................................15
2.7 Resident Quality of Life.......................................................................................................16
References:....................................................................................................................................18

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Chapter 1: Introduction
The research paper aims at discussing the effect of electronic word of mouth through
social media on branding, marketing or destination promotion in Saudi Arabia. The emergence
of the internet technologies have provided newer opportunities for business in interacting with
potential and the current customers. Social media have acted as a key milestone in the
development of the internet process and have also introduced newer possibilities in bridging the
consumers and the marketers through its various platforms. One amongst them is the Twitter.
The paper puts forward a discussion on how the Saudi government uses Twitter in the promotion
of destinations. In addition to this, social media has also led to the initiation of the electronic
word of mouth. The research paper elaborately describes how electronic word of mouth
influences destination promotion, marketing and branding via social media in Saudi Arabia.
1.1 Background of the Research:
Electronic word of mouth (eWOM) is a type of buzz marketing that has the power to
become viral provided the message is funny or persuasive enough (Bao and Chang).
Social media on the other hand represents a computer mediated interactive technologies
that facilitate creation and the sharing of ideas, information, career interest and the other types of
expression through the virtual networks and communities(Halpern and Gibbs). Campelo et al.
(2014) defined destination branding as a key activity related to the destination marketing that is
aimed at the promotion of the tourist destination through building of linked brand. The aim
remains in providing value to destination such that the tourist or the travelers are capable of
recognizing and sharing the brand identity.

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As far as the Saudi Vision 2030 is concerned, it can be said that oil serves as the
backbone of Saudi economy (Nurunnabi). Here the government considers the real wealth to lie
within the potential of younger generation and also become the aim of human resource. The
Saudi economy also empowers the private sector through enhanced opportunities of partnerships
thereby driving healthier employment opportunities for citizens along with ensuring long term
prosperity to all. However, strategic vision of the Saudi economy remains organized into three
key pillars that include vibrant society, ambitious nation and thriving economy. This remains
further divided into various achievable objectives and goals by 2030. The pillar aids the country
in becoming the global powerhouse of the investment that aspires in capitalizing the investment
capabilities for stimulating the economic growth and the diversification of the revenues.
The Vision 2030 was launched by the Saudi Arabian government in the year 25 April,
2016 with the focus of reducing dependence on oil thus promoting the development and
economic diversification of the various sectors like education, health, construction,
infrastructure, tourism and recreation (Alomi). According to a policy document, the Saudi
Vision 2030 is described as, “Diversifying our economy is vital for its sustainability. Although
oil and gas are essential pillars of our economy, we have begun expanding our investments into
additional sectors. We understand that there are complicated challenges ahead but we have
long-term plans to overcome them. In the past 25 years, the Saudi economy has grown by an
annual average rate of more than 4 percent, contributing to the creation of millions of new
jobs”. Mohammed bin Salman who is not only the crowned prince but also the Defense
Minister and Chairman of Council of Economic Affairs and Development of Saudi Arabia,
mentioned in an interview with a News Channel that, “This has nothing to do with the vision.
It won’t be affected in general. If the oil prices rose, undoubtedly this will be a strong and

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motivating support because it facilitates many measures, but the vision does not require high
oil prices, but it deals with the lowest oil prices. I think that if oil stopped in 2020, we can live”
when asked how the rise in oil price would impact the vision.
1.2 Research Questions:
The research revolves around the questions mentioned below:
1. What is the electronic word of mouth (eWOM) in social media?
2. How eWOM contributes to tourism?
3. How eWOM is related to destination image and image building?
4. What is the effect of eWOM on destination branding, marketing or promotion?
5. How is eWOM related to the resident quality of the life?
1.3 Research Objectives:
The objectives of the research are as follows:
1. To identify the effect of the eWOM in social media through identification of the
common characteristics of the favorite and the retreated market generated content posted on the
Twitter.
2. To determine the impact of the eWOM on tourism by analyzing how Saudi
government used the Instagram and the Twitter for promoting destination.
3. To evaluate the factors that relates to eWOM to the aspects of image building and
destination image.