The primary objective of the present study is to examine the influence of tourism promotion through social media on the behavior of tourists who have visited various destinations in the Kingdom of Saudi Arabia. To achieve this objective, a survey methodology is employed as the most appropriate approach. A total of 468 tourists who had visited the Kingdom were selected as the sample for this study, and they were administered a questionnaire. The questionnaire consisted of two main variables: social media (efficiency, accuracy, ease of use) and tourist behavior (awareness, interest, desire, action). With respect to the study hypotheses, the findings partially supported the hypothesis that there is no significant impact of social media (efficiency, accuracy, ease of use) on tourism promotion and tourist behavior (awareness, interest, desire, action) at a significance level of 0.05. However, the results indicate a statistically significant role of social media (ease of use) in promoting tourism and influencing tourist behavior (awareness, interest) at a significance level of 0.05. On the other hand, no significant impact was observed for social media (efficiency, accuracy) on tourist behavior. Through multiple regression analysis, it was determined that social media (accuracy) plays a statistically significant role in influencing tourist behavior (desire) in promoting tourism, with a significance level of 0.05. However, no significant impact was observed for social media (efficiency, ease of use) on tourist behavior. Additionally, the results indicated that social media (ease of use) has a statistically significant role in influencing tourist behavior (action) in promoting tourism, with a significance level of 0.05. Conversely, no significant impact was found for social media (efficiency, accuracy) on tourist behavior.