Examining Tourist Motivation and Social Media on Travel Intention of Saudi Tourists

In this technology era, social media is playing a significant role in tourists’ life. Tourists like to share their travel experience on social media which may influence future tourists’ travel decision. This study examined the impact of tourists’ motivation and social media on travel decision and future travel intention. Partial Least Square (PLS) structural equation modeling was used to analyze the data of 324 tourists. The results indicated that tourists’ motivation (knowledge, relaxing, self-esteem, and events/activities) have strong relation on tourists’ travel decision. The results showed that social media has affect tourist to travel decision. The results showed that tourists intended for future travels. This study will help planners to design future tourism strategies in the country.