The impact of digital marketing strategies on enhancing the attractiveness of cultural and heritage tourism in the Kingdom of Saudi Arabia: a field study

This study aimed to explore the relationship between digital marketing strategy and the attractiveness of cultural and heritage tourism in the Kingdom of Saudi Arabia. It is based on collecting data through a questionnaire distributed to a sample of 385 individuals that includes clients of tourism and travel agencies located in the Kingdom of Saudi Arabia, in addition to workers and those in charge of tourism and travel agencies and offices in the Kingdom. The data was analyzed using the SPSS program, and the results of the analysis showed that there is a positive and significant impact of each of the elements of the digital marketing strategy on the attractiveness of cultural and heritage tourism in the Kingdom, as the highest correlation coefficient was for the goal and purpose setting element (0.771), followed by the metrics element (0.767), then The marketing content element (0.724), then the marketing channel element (0.690), then the target audience element (0.611). Regression analysis also showed that the digital marketing strategy as a whole explains 58.6% of the change in the attractiveness of cultural and heritage tourism in the Kingdom, and that this effect is statistically significant at the significance level of 0.05. The study recommended applying the digital marketing strategy in a systematic and integrated manner, paying special attention to the element of defining the goal and purpose, creating attractive, useful and reliable marketing content, using appropriate metrics to measure the effectiveness of digital marketing and constantly improving it, and conducting a cost-benefit analysis to evaluate the feasibility and efficiency of this strategy.