Analyzing eWOM's Role in Saudi Arabia's Destination Branding Strategy

This report investigates the influence of electronic word-of-mouth (eWOM) through social media on destination promotion, branding, and marketing within Saudi Arabia. It begins by defining eWOM and its role in the digital landscape, followed by an exploration of how the Saudi government utilizes platforms like Twitter and Instagram for destination promotion. The research delves into the significance of destination branding and its relationship to eWOM. The report also examines the context of Saudi Vision 2030 and its implications for economic diversification and tourism. The study formulates research questions, objectives, and hypotheses to analyze the impact of eWOM on various aspects, including tourism, destination image, and the quality of life for residents. The literature review covers eWOM, the use of social media by the Saudi government, tourism trends, destination image building, destination branding, and the promotion of destinations. The research aims to provide insights into how eWOM affects destination marketing and branding in Saudi Arabia, contributing to the understanding of the role of social media in the country's tourism and economic development.

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.

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4. To analyze the how the eWOM aids in destination marketing, branding, or promotion
with regard to Saudi Arabia.
5. To put across the literature on the concepts of eWOM and its influence on aspects of
quality of life of the residents.
1.4 Research Hypothesis:
H0: Electronic word of mouth via social media has an impact on the destination promotion or
marketing or branding
H1: Electronic word of mouth via social media does not have an impact on the destination
promotion or marketing or branding
1.4 Research Model:

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Selection of an area of Investigation: Impact of eWOM on Destination Branding in Saudi Arabia via Social Media
Review of the previous research: Literature Review
Formulation of Hypothesis:
H0 and H1
Design Study to Test Hypothesis: Primary Quantitative Research
Conduction of Study: Through Survey
Findings and Analysis of Results
Does the result support the hypothesis?
Reporting of Results
YesNo
Developing alternative explanations

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Figure 1: Research Model
Source: Created by Author

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Chapter 2: Literature Review
2.1 Electronic Word of Mouth (eWOM):
According to Litvin et al. (2008), electronic word of mouth (eWOM) is defined as the
informal communications that is directed towards the consumers through a technology based on
the internet in relation to characteristics or usage of specific services and goods. He also
mentioned that with advancements of the internet technologies, a rising number of travellers
have been using internet for seeking the destination information and conducting online
transactions. On a similar note Hennig- Thurau et al (2004), mentioned that eWOM
communication implies the positive or the negative statement put forward by the actual, potential
and the former customers regarding the company or the product through internet. The
advancement in the internet technologies offers suitable ground for the eWOM communication.
Increasing number of consumers are using Web 2.0 tools including the discussion forums,
weblogs, consumer review sites and the social networking sites for exchanging product
information8 (Cheung, et al., 2008). eWOM acted as the powerful marketing force whose
significance did go unnoticed by academic community.
2.1.1 Saudi Government Use of Twitter and Instagram for Promoting Destination
Social media has tried to play a vital role in the lives of the Saudi
Arabians whose usage expanded in a rapid manner (Abokhodair and
Vieweg). From simply being the networking platform social media has
acted as the potent force in determining social change within the
society of Saudi Arabia. The government of Saudi Arabia has been quite

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effective in the utilization of the social media for engaging with the
citizens and in gauging the consciousness of public. The key members
of Saudi royalty are resorting to the Facebook and the Twitter accounts
for driving the reforms across Kingdom. Members belonging to ruling
government like the Tawfiq al-Rabiah, Minister of Commerce and
Industry and Abdlaziz Khoja, Minister of Culture and Information have
used the accounts in Twitter and Instagram for disseminating
information about the government initiatives and policies.

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Figure 2: Diagram showing the Topmost Social Network Platform in Saudi Arabia
Source: (Alothman)