Electronic Word of Mouth (e-WOM) and Social Media Features in Saudi Tourism Marketing: A Dynamic Capabilities Perspective

Purpose: To examine how social media features (SMF) influence the adoption of social media marketing by Saudi tourism operators, assessing the mediating role of electronic word-of-mouth (e-WOM) and the moderating role of dynamic capabilities within the Vision2030 framework.Study design/methodology/approach: A cross-sectional, quantitative design was employed. A structured questionnaire measured SMF, e-WOM, social-media marketing adoption, and dynamic capabilities using validated multi-item scales. Partial Least Squares Structural Equation Modeling (PLS-SEM, SmartPLS 4) was used to assess reliability/validity (α, CR, AVE; Fornell–Larcker; HTMT) and to test the hypothesized mediation and moderation effects.Sample and data: Data were collected from tourism operators in Saudi Arabia (tour agencies, destination managers, hotels, and cultural-experience providers) using purposive sampling via an online survey. A total of (N = 308) usable responses were analysed.Results: SMF significantly and positively influence both e-WOM and the adoption of social media marketing. e-WOM partially mediates the relationship between SMF and adoption. Dynamic capabilities significantly enhance the relationships among SMF, e-WOM, andadoption. The model explains a substantial portion of variance in both e-WOM and adoption.Originality/value: This study integrates dynamic capabilities with e-WOM to explain digital marketing adoption in tourism, offering context-specific evidence from an emerging destination. It provides actionable insights for managers and policymakers aiming to accelerate digital transformation in alignment with Vision 2030.Research limitations/implications: Findings are constrained by the cross-sectional design, non-probability sampling, and reliance on self-reported measures. Future research should consider longitudinal designs, probability sampling, multi-source data, and additionalboundary conditions (e.g., platform type, firm size).