The Effectiveness of Electronic Marketing for the Ministry of Tourism in the Kingdom of Saudi Arabia to Achieve Vision 2030 - An Analytical Study on the X Corp “Twitter” Application in the Period from January - December 2023 AD

Abstract

The importance of this research returns to identifying the effectiveness of e-marketing for the Ministry of Tourism in the Kingdom of Saudi Arabia to achieve Vision 2030. The aim of the research was to analyze the tweets of the MOT’s Twitter account to identify the effectiveness of e-marketing. The researchers have analyzed.  The content of the tweets on the period from January to December 2022. The content analysis method was used to analyze tweets about e-marketing in the Ministry of Tourism to provide answers to the research questions, and the intended sample was used as it is most appropriate to conduct this research. The sample size was 113 tweets from the group of 367 tweets that formed the research community. The sample was extracted using the sample equation, and the analysis form was designed in the traditional way, where it was divided into what was said? and how was it said?, The researchers used the SPSS program for statistical analysis and came up with the following results: The official source of the tweets is the Ministry of Tourism's Twitter account, and most of the tweets were in the form of simple news and focused on the tourism sector in all regions of the Kingdom, especially cultural tourism, using promotional posters.