Tourists’ Insights of Saudi Arabian E-Marketing Policy Promoting E-Trust & Auxiliary Role of Online Destination Image | ||||
| المجلة العلمية للدراسات التجارية والبيئية | ||||
| Article 15, Volume 14, Issue 3, July 2023, Page 690-750 PDF (1.03 MB) | ||||
| Document Type: المقالة الأصلية | ||||
| DOI: 10.21608/jces.2023.321466 | ||||
 View on SCiNiTO | ||||
| Author | ||||
| Hesham Fazel* | ||||
| University of Bisha College of Business Business department | ||||
| Abstract | ||||
| The Kingdom of Saudi Arabia is shifting from an oil economy to a clean-energy economy and promoting tourism market and industrial ventures as Vision 2030, providing depth to Paris Agreement 2015. UN, World Tourism Organization (UNWTO) stated that the global gross domestic product in 2020 was estimated to be about $85.97 trillion. Whereas the global Tourism market contribution to global GDP is valued at $10.5 Trillion in 2022, the global tourism market is projected to mature at a CAGR of 5% for the next 10 years. By the end of this estimate in 2032, analysts expect the tourism market size would be worth $17.1 Trillion. According to Statista (2022), the global travel and tourism market industry contributed approximately $7.7 trillion to the global economy in 2019. This paper examines the role of e-marketing policy on e-trust. Moreover, the study examines the mediating role of online destination image of E-marketing policy and E-trust. The data was collected from the tourists residing in Saudi Arabian hotels through a questionnaire. Purposive sampling was utilized as a sampling technique. On a valuable sample of 280, the “partial least square-structural equation modeling (SEM)” technique was employed. The findings revealed that E-marketing policy significantly affects E-trust and destination Image. Furthermore, online destination images mediate the relationship between E-marketing policy and E-trust. The findings are beneficial for the leading tourism companies and legislators. | ||||
| Keywords | ||||
| E-marketing Policy; E-Trust Online Image; Tourism market | ||||
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