CONTENT DEVELOPMENT AND SOCIAL MEDIA DYNAMICS: THE ROLE OF QUALITY AND ENGAGEMENT IN SHAPING TOURIST TRUST AND BEHAVIOR IN SAUDI ARABIA

Abstract

This study aims to examine the mechanisms through which social media content quality enhances tourists’ trust and consequently influences behavioral intentions in the emerging Saudi Arabian tourism sector in line with Saudi Vision 2030. Based on the Elaboration Likelihood Model (ELM) and Social Exchange Theory (SET), the study hypothesizes that content attributes such as information usefulness, aesthetic appeal, and creator interactivity represent key antecedents of trust. A quantitative approach was used, analyzing data from 550 domestic tourists using structural equation modeling. The results show that trust accounts for 38% of the total influence of content quality on tourist behavior. Information utility (expertise) emerged to be the strongest predictor of trust, surpassing aesthetic appeal, highlighting Saudi tourists’ preference for relevant and culturally relevant information. The analysis also revealed significant differences in audience demographics and diversity across platforms, with participants placing more trust in family-friendly content, Instagram users prioritizing visual aesthetics, while TikTok audiences valued concise and interactive videos. This research highlights the need for tourism marketers to prioritize authentic, quality content and meaningful digital engagement over influencer visibility. Strategic recommendations include creating personalized content for each platform, transparent engagement methods, and collaborating with niche influencers to build trust and drive the country’s digital tourism economy.