الفهرس 
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Abstract
Enhancing the mental image of diving trips is made possible by a plethora of digital marketing tools, including booking platforms, social media sites, mobile applications, websites, and search engines. Thus, the purpose of this research is to determine how digital marketing contributes to improving tourist’s mental image of diving excursions around the RSC. Two questionnaire forms were created as part of a quantitative strategy to meet the study’s objectives and as a tool to collect data from the study sample. The first questionnaire was distributed to 559 foreign divers at Red Sea governorate and the second one was administered to random sample of 48 operation managers in DCs at Red Sea governorate.Following data collection, coding, and analysis, the study’s primary findings showed that Digital marketing tools significantly contribute to improving tourist’s Mental image of diving trips in the Red Sea governorate. It demonstrates that there is a strong correlation between the perception of diving excursions and online marketing content or online reviews (E-WOM). The study recommended that DCs should give more importance to digital marketing tools. It will help them to reach large numbers of divers and raise their profit. Moreover, it has significant role in enhancing mental image so it could draw positive image to diving trips at RSC.
Key words: Diving, Digital Marketing, Mental Image, RSC.