Paper Title
DIGITAL MARKETING'S IMPACT ON TOURISM DECISIONS IN SAUDI ARABIA: AN ANALYTICAL STUDY IN LIGHT OF VISION 2030

Abstract
This study investigates the impact of digital marketing channels on tourism decision-making in Saudi Arabia's evolving tourism sector in light of vision 2030. Using data collected from 537 participants through a structured survey, we examine three critical aspects: channel effectiveness, perceived usefulness, and cultural factors. Results reveal that social media marketing demonstrates the strongest direct effect on travel intentions, followed by search engine marketing. Perceived usefulness significantly mediates these relationships, explaining 42% of variance in travel intentions. Cultural factors, particularly collectivism, emerge as significant moderators of digital marketing effectiveness. These findings provide valuable insights for destination marketing organizations and tourism businesses operating in Saudi Arabia's rapidly developing tourism sector, contributing to the realization of Vision 2030's tourism objectives. Keywords - Digital Marketing, Tourism Industry, Saudi Arabia, Vision 2030, Travel Decisions, Technology Acceptance Model, Cultural Factors