Analyzing social media marketing engagement among millennials in Saudi Arabia’s evolving tourism industry

Abstract

This study investigates the factors influencing consumer engagement among Generation Y on Facebook within Saudi Arabia’s tourism sector, aligning with Vision 2030 goals of economic diversification and digital transformation. A quantitative, cross-sectional survey was conducted using structured questionnaires distributed via Facebook Messenger. Data from 580 respondents were analyzed using reliability testing, correlation, and multiple regression to evaluate seven predictors: functional value, self-concept value, social interaction value, hedonic value, remuneration, co-creation value, and media richness. Results revealed that all predictors significantly influenced consumer engagement, explaining 66% of the variance. Media richness, co-creation value, and hedonic value emerged as the strongest drivers of engagement. Engagement is shaped by rich, interactive, and co-created content, reinforcing the need for experience-driven marketing strategies. Tourism marketers should prioritize immersive media, consumer participation, and emotionally appealing storytelling to convert passive viewers into active brand advocates.