Academy of Strategic Management Journal (Print ISSN: 1544-1458; Online ISSN: 1939-6104)


The Relationship between Perceived Destination Image, Social Media Interaction and Travel Intentions Relating To NEOM City

Author(s): Jassim Ahmad Al-Gasawneh, Abdullah Matar Al-Adamat

In this article, the role played by social media activity in moderating the link between intended travel to ‘Neom’ in Saudi Arabia and the image of the city that travelers have will be discussed, with reference to the Theory of Planned Behavior, the Technology Acceptance Model and Protection Motivation Theory. Data drawn from a survey of 150 people was interpreted using partial least squares structural equation modeling. The findings indicate a positive link between the intentions of travelers and the image they have of the destination. The study also determined that the image of the destination was influenced by the use of social media, leading to a rise in the likelihood of travelers choosing to visit the region. The primary conclusion drawn from the analysis is that the professional use of social media in encouraging interaction plays a significant role in increasing confidence in the region, encouraging closer relationships and dispelling concerns, which increases the attractiveness of the nation and encourages travelers to visit it. Aside from helping potential travelers to understand the area, the research will be beneficial to the tourism branch of the government in Saudi Arabia.