1.1 ENTERTAINMENT SERVICES IN SAUDI DOMESTIC TOURISM INDUSTRY
Saudi Arabia is the leading tourist destination in the Middle East. The area is the main tourism generator in the region, and the main contributor to the country’s economy (WTO, 2019). Tourism contributes either directly or indirectly to this region and other world economies (Anis, 2018). The SCTA (2014) anticipates that in 2020, domestic tourism in the country will reach 128 million. It is expected that the tourist trips will generate a total of $70.9 billion of the GDP in 2019. The same source revealed that the sector would contribute more than 7% of the country’s GDP in 2020. The country has reserved $64 billion for leisure, culture, and entertainment as part of Vision 2030 (Mansour & Mumuni, 2019). Over the next decade, the country will increase its investment in the sector and improve entertainment as part of the country’s tourism sector. The changes will enhance the country’s attractiveness as a destination for domestic and international tourists.
Entertainment is an integral part of tourism in Saudi Arabia. The government plans to create the General Entertainment Authority (GEA) as part of Vision 2030. The idea is part of the initiative to promote entertainment within the tourism sector. The government aims at increasing entertaining for domestic and international visitors in the country (Pirani, 2018). The Saudi Seasons exist in the attempt to create a calendar of events, such as theatrical performances, local engagements, concerts, circuses, cultural and religious activities, among others in popular tourist destinations in Saudi Arabia (“SKIFT + SEERA GROUP,” n.d.). For instance, in June and July 2019, the country hosted the Jeddah Season, which featured local and international performers. The event was a facilitator of inbound and domestic travel and entertainment. During the occasion, the country integrates entertainment in the tourism industry to attract more visitors.
Various motivational factors underlie the relationship between entertainment and the tourism sector in Saudi Arabia. The four multiple categories of factors include “educational and cultural, relaxation and pleasure, ethnic, and other motives (e.g., weather, health, sports, and sociological motives)” (Mansour & Mumuni, 2019, p. 28). Notably, the factors differ from one region to another. For example, the cultural factors that determine the suitability of Saudi Arabia as an entertainment spot might vary from other areas, such as the United States. People seek entertaining from the tourism sector using numerous motives, such as exploration, prestige, relaxation, and social interaction. The government and other stakeholders in the Saudi tourism sector understand the relationship between entertainment, which has led to increased investment in the industry to attract more visitors, especially domestic tourists. They recognize the importance of leisure pursuits to visit the numerous tourist destinations in the country.
Attempts to improve entertainment in the Saudi tourism industry should focus on motivating citizens and expatriate residents to visit the target destinations. The two groups are the leading consumers of domestic tourism in the country. Most of the tourists visit domestic destinations during their vacation. Motivation plays an essential role in the personal decision to seek entertainment within the industry. The research contributes to the broader understanding of domestic entertainment in the country. Organizations, such as the Supreme Commission for Tourism and Antiquities (SCTA) can use the information to inform policies to improve entertainment as part of the tourism sector in the country (SCTA, 2014). The agency is playing a critical role in developing, promoting, and inspiring domestic tourism.
1.2 SCOPE OF THE STUDY
Given the objectives of the study, as well as the available resources in terms of financial and time, it is necessary to establish the scope. The section includes the extent to which the researcher will conduct the study.
The development of social media has encouraged consumers to apply various tools to make crucial decisions, such as which service, product, or brand to use and the brand to relate with. Individuals and organizations in the tourism sector use the tools to deliver valuable information to their current and target consumers. The consumers collect the data and use it to make crucial decisions, such as which tourist destination to visit during their annual vacation. For example, the TripAdvisor study revealed that 42% of international tourists use their smartphones in planning or booking their trips to local and international destinations. They use social media and mobile apps that producers in the industry create to interact with their real and potential consumers. Therefore, social media is a critical tool that can obtain information relating to tourist destinations in Saudi Arabia.
The focus of the study is to establish how visitors use social media to make entertainment decisions, especially in their use of entertainment products and services. The focus of the research is to understand the motivation and intention of consumers in their use of social media as a source of information that they use to decide about their entertainment spots or tourism destinations. The study will target Saudis using social media to make decisions relating to their domestic entertainment services usage. Therefore, the scope of the study will be on social media usage concerning domestic entertainment service’s decision-making and usage among Saudi consumers. The study will use three theoretical frameworks to understand the acceptance, motivation, and the use of social media as a source of decision-making information: UTAUT2, Elaboration Likelihood Model (ELM), and Electronic Word of Mouth as a mediating model.
Since the study will focus on social media use, only real and potential consumers who use the tools to collect and use information in their decisions regarding entertainment and tourist destinations will be consulted. It will focus on consumers who have used the information in the past or intend to apply it in the future. Therefore, participants in the study will be drawn from social media tools, such as Facebook and Twitter. The sample will provide data regarding the acceptance and intentions to use online information to make decisions to visit entertainment and tourist settings.
The study is quantitative because the researcher will collect numerical data from online participants. The researcher will use a survey method to collect the data. The numerical information will be analyzed statistically using the latest version of SPSS. The results of the study can be generalized to other social media tools and apps that tourist information consumers use to post and collect relevant decision-making information. The results will also be useful to stakeholders, such as marketers, in the industry to improve their interactions with their real and actual consumers.
1.3 RESEARCH THEORETICAL UNDERPINNING
The decision-making process in the tourism sector is a complex one and involves an understanding of various factors that underlie the motivation of the person to seek entertainment. The decision also includes other factors, such as previous experience and information generated from numerous sources related to likely destinations (Prayag & Hosany, 2014; Abdul Aziz et al., 2018). The theoretical framework associated with the research is a model that explains how consumers behave or make decisions related to a tourist destination. The role of motivation is an area that continues to attract research attention (Chong & Ngai, 2013). People make a complex decision about vacation and tourism depending on the individual and external factors, such as the availability of information regarding the destination and any experience that the person could have regarding the site.
Theories that inspire vacation and tourism decision-making focus on aspects, which convince people about the gratification they will receive in visiting a particular destination. The recourse to motivation attempts to respond to the question, “why does a person choose to travel on vacation, and what determines his or her choice of vacation destination?” (Mansour & Mumuni, 2019, p. 28). The answer relates to the determination of previous, current, and potential future vacation/tourism travel patterns that help marketers to target consumers more effectively. The information relates well with the use of social media because it provides essential information that they can use to create specific messages targeting current and potential consumers. The evolution of technological tools has also created new theoretical models based on the unique mechanisms through which people use to collect and process information, such as marketing messages (Lu, Mao, Wang, & Hu 2015). The development has led to advanced and diverse features that create an opportunity for actors in the entertainment industry.
The emergence of all-time access to the Internet and social media has led to an interest in the behavior of consumers. Research confirms that almost 50% of travelers and tourists use their smartphones to access the Internet and collect critical information that they use to make decisions (Ibrahim & Mohsen, 2014). Producers in the tourism sector use the available social media applications, such as Facebook and Twitter, or create mobile apps to perform various roles, such as mapping, routing, tracking navigation, and searching (Ibrahim & Mohsen, 2014). The relationship between the consumer and the source of the necessary information underlies various theories used in research on entertainment decisions. As a result, researchers have focused on areas such as determining why consumers behave in a certain way when interacting with social media apps or the information available online.
One of the areas of focus in research on social media use in marketing entertainment in Saudi Arabia is the acceptance of the technology. Acceptance is the reason many users make the critical decision to interact with and use the information available on the Internet to make decisions, such as the destination to visit in the pursuit of entertainment (Alwahaishi & Snásel, 2013; Antunes & Amaro, 2016). Current research on technology acceptance in the entertainment and tourism setting has used numerous theoretical frameworks. Some of the models include Diffusion of Innovation, Social Cognitive Theory, and the UTAUT model. The current study will use UTAUT2, Elaboration Likelihood Model (ELM), and Electronic Word of Mouth as a mediating model.
1.3.1 Unified Theory of Acceptance and Use of Technology 2 (UTAUT2)
Marketers should understand individual acceptance and the use of information technology. Although numerous models have emerged that researchers use in IT acceptance research, the unified theory of acceptance and use of technology (UTAUT) emerged from review and synthesis of other models and theories (Venkatesh et al., 2003 cited in Gupta & Dogra, 2017). More research by Venkatesh et al. (2012) led to the development of the extended unified theory of acceptance and use of technology (UTAUT2), which is the latest theory in understanding the acceptance of technology (Satama 2014). Following a review of theories and models related to technology accepted, Venkatesh et al. (2003) classified four constructs: “(i) performance expectancy, (ii) effort expectancy, (iii) social influence, and (iv) facilitating conditions influencing behavioural intentions and usage behavior of Individuals towards a particular technology” (cited in Gupta & Dogra, 2017, p. 147). Three new constructs were added to the extended UTAUT: “Hedonic motivations, Price value and Habit to the original UTAUT to determine the behavioural intentions and usage behavior of consumers” (Gupta & Dogra, 2017, p. 147). The figure below shows the UTAUT2 theoretical model:
Effort Expectancy
Effort expectancy is the “degree of ease/effort associated with consumers’ use of the technology” (Gupta & Dogra, 2017, p. 148). The research revealed that consumers prefer to use technologies that have a user-friendly interface and with optimum efficiency. Therefore, the decision to use social media in marketing should consider the ease of use of technology to attract more consumers. They easily adopt technologies that do not require a lot of effort to understand (Kang, 2014). Such technology also affects the attitude of consumers and purchase decisions.
Performance Expectancy
Performance expectancy is “the degree to which using technology will provide benefits to consumers in performing certain activities” (Gupta & Dogra, 2017, p. 148). The construct is an active precursor in the use of technology for various purposes, such as in tourism. In a meta-analysis by Amaro and Duarte (2013) on the adoption of online travel purchase decisions, it was revealed that performance expectancy is a critical variable. Hence, performance expectancy is revealed as one of the essential conditions of purchase decisions using technology.
Facilitating Conditions
Facilitating Conditions is “Consumers’ perceptions of the resources and support available to perform a behavior” (Gupta & Dogra, 2017, p. 149). The original UTAUT model posited that the perception of users of a facilitating environment has a direct influence on the acceptance and use of technology. The condition relates to the environment that either limits or encourages the adoption of technology (Alwahaishi & Snášel 2013). Therefore, marketers should be careful to create an enabling environment to support consumers’ adoption and use of technology.
Social Influence
Social influence is the “degree to which an individual perceives that important others believe he or she should use the new system” (Gupta & Dogra, 2017, p. 149). The construct relates to the opinions and role of significant others, such as family, friends, and colleagues (Tan, Ooi, Chong and Hew 2013). The opinion of others plays a significant role in influencing the decision of a consumer to purchase or consume an online product or service.
Hedonic Motivations
Hedonic motivation is “the pleasure or enjoyment derived from using a technology” (Gupta & Dogra, 2017, p. 149). Consumers increase their intention to utilize a technological product if they perceive it as being highly entertaining. Hedonic motivation is a positive influence on the adoption and use of technology. Baptista and Oliveira (2015) provided evidence to show that hedonic motivation is a critical factor in the decision to use and interact with technology.
Price Value
Venkatesh et al. (2012) created UTAUT 2 following a practical analysis of behavioral intentions of consumers in the use of technology. The author added the construct after determining that consumers tend to be highly sensitive to prices of products or services than employees (Arenas-Gaitán, Peral, & Jerónimo, 2015). The reason for the difference is because the former pays the monetary cost of the usage of technology (Gupta & Dogra, 2017). Consumers analyze the cost and value of an online product or service to make the critical decision to purchase.
Habit
Habit is “the extent to which people tend to perform behaviors automatically because of learning” (Gupta & Dogra, 2017, p. 150). The construct relates to the product of past experiences or behaviors. The repeat of previous behavior is an essential condition of the present action. Therefore, marketers should understand the past experiences of customers to establish their potential and future action (Lewis et al., 2013). They can create effective strategies by analyzing and understanding past experiences.
Behavioral Intention
According to Ajzen (1991), intentions can be described as a person’s willingness to engage in a particular behavior. Behavioral Intention is often regarded as the predecessor of behavior. Pavlou and Fygenson (2006) argued that intentions have a significant impact on usage behavior. Notably, the relationship has been validated empirically. Kwok and Gao (2005) stated that individuals tend to engage in a particular behavior if their intention towards that behavior is positive and vice-versa. The same argument was supported by Venkatesh et al. (2003) in the UTAUT model of behavioral intentions.
Age, Gender, and Experience as Moderating variables
While the constructs are essential in determining the adoption and use of technology, including social media, other moderating variables are critical. Research has proven that age and gender play an important role in the decision to use social media to purchase products or services (Kaba & Touré, 2014). In addition, the experience of the user is an essential factor in determining the level of gratification from the tools (Huang, Hsieh, & Wu, 2014). Therefore, those factors are critical for consumers, especially when making purchasing decisions.
1.3.2 Elaboration Likelihood Model (ELM)
The ELM theoretical framework describes the role of persuasion in the change of attitude among consumers of information. The model relates to persuasion from the perspective of the differences in the way people process stimuli and the process’ outcome to change the attitude, and ultimately, the behavior of the consumer (Ho & Bodoff, 2014; Petty, Cacioppo, & Kasmer, 2015). Marketers can use facts and convincing arguments to pursue their audience to purchase their products or services (Yang, 2015). The process involves two constructs, source credibility, and argument quality.
Source Credibility
The credibility of the source plays a significant role in the ability to convince or persuade an audience. The source factor can determine the acceptance or rejection of a message depending on the level of credibility (Kitchen, Kerr, Schultz, McColl, & Pals, 2014). The nature of the source of the message, including expertise, trustworthiness, and attractiveness are critical in determining whether the audience accepts it. For example, it is generally more likely to be persuaded by experts compared to non-experts. The cognitive response model suggests that the source determines the acceptability of the message and the potential to convince or persuade an audience.
Argument Quality
The quality of the argument is another crucial factor in determining the potential for persuasion when passing a message from the source to the audience. The factor influences the kind of thoughts people have regarding the message (Petty, Cacioppo, & Kasmer, 2015). Research has revealed that more favorable thoughts emanate from strong arguments compared to weak arguments (Petty & Wegener, 2014). Therefore, persuaders, such as marketers, should use quality or strong arguments to persuade or convince their audience.
1.3.3 Electronic Word of Mouth
Electronic word of mouth (eWOM) can play a significant role as a mediating factor in the research on consumer behavior in online platforms. The variable refers to a type of word of mouth (WOM) communication that emanates from consumers. It is a statement that past or current consumers make regarding a product, service, brand, or company and is communicated to other individuals or groups through the internet or online platforms (Amini, 2016; Mitha Avriyanti, Kusumawati, & Nuralam, 2018). Users also share information and opinions with their social connections and other members of the online community (Berger, 2014). For example, customers give reviews of products or services that they use and the message is viewed by other people on social media platforms, such as Facebook (Gligorijevic, 2014; Leung, Tanford, & Jiang, 2017). Such information has the potential to influence the audience to make decisions, such as to buy the reviewed product.
Electronic word of mouth (eWOM) can also be considered from the perspective of all informal communications that people direct at customers through the internet or online tools. However, the message should relate to the characteristics of the usage of a specific product or service (Dilber, 2014). The communication can occur between the producer and the consumer and between the consumers themselves. However, this type of communication differs from mass media messages since it emanates from anonymous sources in text-based formats, which is a blend of electronic word of mouth flow the Internet-of-things (Wu, 2017). Marketers in the tourism industry can use this powerful tool to communicate with their target audience using social marketing applications. The model is a window of opportunity for businesses in various sectors.
1.4 JUSTIFICATION OF THE STUDY
The findings of the study about the use of social media in domestic entertainment services in Saudi Arabia will be critical and useful to various stakeholders in the industry. Notably, the research will bridge the gap in research regarding customers’ behavior in social media concerning the entertainment industry. The current research in Saudi Arabia focuses on social media usage in the business arena (Abed, Dwivedi, & Williams, 2016). Therefore, limited data remains concerning the use of social media in the entertainment arena, although the industry is a significant contributor to the national and regional economy (Sherbini, Abdul Aziz, Md Sidin, & Raja Yusof, 2016). Therefore, evidence of efficacy in the use of social media to promote services in the industry will be beneficial for policymakers to create more targeted products and services and market them through the social media platforms, such as Twitter and Facebook.
Considering the potential of social media to influence consumer decisions regarding their relationship with a company or sector, the outcome of the study will be necessary to decision-makers in the entertainment industry. The study is justified from the perspective of providing research evidence to make decisions, such as about the products and services to create and the nature of customer segments to target. Radwan (2016) elucidated the importance of having relevant data for marketers to make critical decisions regarding their interactions with consumers. The social media provides adequate and appropriate data directly from the customers that marketers can tap into to improve their services to customers because they can meet their demands and expectations in a more targeted manner (Tsimonis & Dimitriadis, 2014). Therefore, the study is justified in terms of providing marketers with relevant information from the customer to deliberate and target their services, products, and marketing strategies to the right customer segments in the entertainment industry in Saudi Arabia.
Furthermore, the research is justified from the perspective of travel marketers’ need to understand their customers better. Information relating to travelers’ behavior is readily available on social media regardless of the reality that this area remains largely unexplored. Information from the study will provide reliable information relating to the promotional and marketing value of social media. Information from the study will help the marketers to create an operative marketing strategy following understanding of the behavior of customers on social media platforms. Marketers take advantage of their knowledge of customer behavior to develop successful brand strategies (Godey et al., 2016). Similar knowledge in the tourism industry will help marketers to improve their brand management strategies and enhance the way they interact with customers seeking entertainment in Saudi Arabia. The study is justified because it will provide marketers and promoters with the opportunity to read and understand the minds of customers.
The use of social media marketing in the entertainment industry has a plethora of strengths. Firstly, it provides a chance to access relevant information relating to the target consumers speedily. Secondly, it is a cost-effective source of marketing information that marketers can use to make critical decisions. Lastly, it does not have geographical boundaries in terms of consumer reach (Koontz & Mon, 2014). The current study is justified from the perspective of assisting marketers and promoters in the Saudi entertainment sector to gain knowledge on the way to take advantage of the strengths to improve their customer reach. Recent studies have revealed that all marketing conducted through social media is effective as long as marketers use the information effectively to target the right customers (Radwan, 2016). Therefore, the current study is necessary to provide critical knowledge to marketers to improve their marketing strategies and approaches.
The findings of the study will open the world of consumers to marketers in the entertainment industry. Firstly, marketers need to understand the expectations of their target customers regarding their products and services. For example, they need to find out why a customer would desire to visit the entertainment site. Secondly, they should understand why the customer would prefer to visit one site as opposed to another. Such knowledge will increase value to customers. In marketing, customers desire to gain value for the money they spend on products or services. Thus, information from the study will help marketers to create products and services that will add value to consumers. Finally, the information will help them to improve services to promote customers’ intentions to visit. The study is justifiable because it is a source of critical knowledge to marketers and promoters in the Saudi entertainment industry.
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