Abstract

The mediating role of traveler attitude in selecting tourist destinations in Saudi outbound tourism as a social media marketing (SMM) is analyzed to determine the effects of the SMM on the tourist destination choice. CFA and SEM were used to analyze the data of 219 Saudi tourists by using the validated measurement model (Cronbach’s α = 0.72–0.87; CR = 0.70–0.82). The model fit was also strong (CFI = 0.954; TLI = 0.947; RMSEA = 0.049) which provides evidence of its structural soundness. Tourist attitude was significantly influenced by destination image (β = 0.34, p < 0.01), SMM effectiveness (β = 0.31, p < 0.01) and tourist motivation (β = 0.24, p < 0.01) but not perceived value (β = 0.05, p = 0.59). However, the relationship between attitudes also provided significant partial mediation in all indirect relationships, such as SMM → Attitude → Destination Choice (β = 0.18, p < 0.01). Fornell–Larcker criteria were used to confirm the discriminant validity and AVE values were satisfying (0.50-0.57). This study combines the elements of psychology with the digital marketing indicators in the form of an empirical unanimous framework that clarify the manner in which the online stimuli-eWOM, user-generated content and destination images are turned into real travel choices. It provides practical recommendations to digital tourism marketing, particularly in the fast-growing markets such as Saudi Arabia.