Using the theory of planned behavior (TPB) model, this research aimed to investigate which important factors affect the potential behavior of rural tourism tourists. It also sought to identify the effects of social networking service (SNS) use on the rural tourism using TPB model. For analysis, a partial least squares-structural equation model (PLS-SEM) was used. The results revealed that tourists were influenced by subjective norm and perceived behavior control, of which the effect of subjective norm was greater. Consumers’ use of SNS played a notable role in contributing to the strength of the relationship between intention to visit and subjective norm. Promoters and marketers of sustainable tourism can use the results to make more effective decisions in their businesses.
This study attempts to analyze the value of graffiti tours from the perspective of sustainable tourism by examining actual reviews by social media users using text mining and social network analysis. The text mining technique indicates that “artist,” “history,” “political,” “culture,” “social,” “city,” “background,” “great,” “recommend,” “excellent”, and “worth,” are frequently used keywords for the reviews. When comparing word frequencies per review between 2013–2016 and 2017–2019, the results show that the words, “history,” “political,” “culture,” and “social,” have been more frequently used over time. Furthermore, the network visualization shows that those words connoting socio-cultural sustainability are mutually connected. Therefore, the study suggests that graffiti tours can have potential for assuming the role of sustainable tourism, since the keywords from reviews are associated with the perspective of socio-cultural sustainability.
This study used social network analysis to examine the structure of the international trade of creative goods. The results showed that the US, Canada, Europe, and certain Asian countries (e.g., China, the Republic of Korea, Japan, and Thailand) ranked high in terms of out-degree/in-degree, eigenvector, and betweenness centrality compared to other countries in the international creative goods trade network. A quadratic assignment procedure (QAP) revealed interrelations between each creative goods networks. In particular, the new media network strongly interacted with the design and art crafts network. Furthermore, multiple regression confirmed that each country’s gross domestic product (GDP), gross national income (GNI) per capita, population, inbound tourism expenditure, and gross domestic expenditure on R&D (GERD) influenced their international trade of creative goods.
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