Energizing Intention to Visit Rural Destinations: How Social Media Disposition and Social Media Use Boost Tourism Through Information Publicity

Yunfeng Shang, Khalid Mehmood, Yaser Iftikhar, Atif Aziz, Xuedan Tao, Liting Shi

Research output: Journal PublicationArticlepeer-review

9 Citations (Scopus)

Abstract

This study aimed to examine the impact of information publicity on the intention of tourists to visit rural destinations in developing countries. Based on the theory of planned behavior (TPB), we examined the indirect effect of information publicity on intention to visit via subjective norms and further investigated the moderating effect of social media disposition and social media use. The study used data from a time-lagged design with three waves which supported the hypothesized model. The findings revealed that information publicity has an influence on the intention of tourists to visit through the mediating effect of subjective norms. Moreover, the social media disposition strengthened the relationship between information publicity and subjective norms. Furthermore, social media use positively moderated the relationship between subjective norms and intention to visit. Besides the core TPB constructs, the added variables indeed exerted a substantial impact on the visit intention of tourists. The study contributed to the tourism-related literature on social media and the practical implications were discussed.

Original languageEnglish
Article number782461
JournalFrontiers in Psychology
Volume12
DOIs
Publication statusPublished - 23 Nov 2021
Externally publishedYes

Keywords

  • information publicity
  • intention to visit
  • social media disposition
  • social media use
  • subjective norm
  • theory of planned behavior

ASJC Scopus subject areas

  • Psychology (all)

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