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

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.

The Nexuses Between Social Media Marketing Activities and Consumers’ Engagement Behaviour: A Two-Wave Time-Lagged Study

“…We employed the structural equation model (SEM) technique to analyse the conceptual model, which has been extensively used in previous studies ( Mehmood et al, 2019 ; Shang et al, 2021 ; Albloushi et al, 2022 ). The suggested model has a good fit, according to the fit indices (χ 2 / df = 877.475/158 = 1.694, CFI = 0.968, TLI = 0.965, and RMSEA = 0.042).…”

Total quality management practices and corporate sustainable development in manufacturing companies: the mediating role of green innovation

“…We analyzed the proposed model using the SEM, an approach expansively used in previous studies (Shang et al , 2021). The structural model’s results display that the whole model is technically accurate and the fit indices showed an adequate fit ( χ 2 /df = 152.679/92 = 1.735; GFI = 0.913; IFI = 0.93; CFI = 0.918; TLI = 0.926; and RMSEA = 0.041) (see Table 8).…”

“…Because production management staff has accurate and current information about their organization’s policies and practices, the questionnaires were only administered to them. We used a time-lagged approach, permitting researchers to perform various surveys for a specific study (Mehmood et al , 2021b; Shang et al , 2021). Researchers may collect data from several sources at different time intervals, reducing the likelihood of common source bias.…”

Elucidating the effects of organisational practices on innovative work behavior in UAE public sector organisations: The mediating role of employees’ wellbeing

“…Furthermore, this method enables data collection at various time intervals, minimizing the likelihood of common method bias. Similarly, this method enables participants to analyze and take action on their behavior before recording their final response (Shang et al, 2021).…”