Table 2 Mean, Std. deviation, standardized factor loadings, t-values and Cronbach's alpha

Social Media marketing

Identity functionality

{Albaha}reveals its information through its profile on Facebook

3.723

.760

.707

.876

0.604

0.819

{Albaha}’s Facebook page(s) keeps updating the information about sites/locations

.882

Tourists can easily recognize{Albaha}by its profile picture on its Facebook page(s)

.731

Conversation functionality

{Albaha} admins reply to the comments of the fans on its Facebook page(s)

3.445

.855

.789

.867

0.691

0.817

The Facebook Page(s) of {Albaha}is interactive

.871

Sharing functionality

{Albaha}shares interesting pictures of its sites/locations on Facebook

3.752

.822

.727

.867

0.694

0.871

{Albaha}shares informative caption on its Facebook page(s)

.894

{Albaha}shares important links on its Facebook page(s)

.868

Presence functionality

Whenever I login to my Facebook, I see{Albaha}’s content

3.185

.880

.767

.873

0.602

0.820

I receive notification from{Albaha}most often

.765

The frequency of updates from{Albaha}is very high

.796

Reputation functionality

{Albaha}receives positive comments on its shared content on Facebook

3.638

.803

.847

.870

0.772

0.871

{Albaha}receives lots of likes on its posting

.909

Relationships functionality

Those who comment on{Albaha}’s status on Facebook are often loyal tourists

3.685

.759

.658

.877

0.515

0.679

Tourists often defend{Albaha}against the negative comments posted

.773

Destination attractiveness

Well-appointed accommodation and restaurants

3.530

.933

.768

.874

0.552

0.787

Unique local specialties and souvenirs

.719

Well-developed environment management

.741

Attitude to the positive impacts of tourism

Tourism creates positive impact on the cultural identity of{Albaha}

4.238

0.672

.688

.896

0.498

0.747

Tourism is an incentive for the preservation of local culture

.764

Tourism increases opportunities for leisure and tourism

.660

Pro-tourism behaviours

I am willing to receive tourists as affable host and being more hospitable

4.203

0.66

.776

.901

0.468

0.723

I am willing to protect the natural and environmental resources on which tourism depends

.631

I am willing to provide information to tourists and contribute to enhance their experience

.636