The Moderating Effect of Social Media Use on Sustainable Rural Tourism: A Theory of Planned Behavior Model

Yeajin Joo,Hwayoon Seok,Yoonjae Nam

doi:10.3390/su12104095

Yeajin Joo, Hwayoon Seok + Show 1 more

Open Access

https://doi.org/10.3390/su12104095

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Journal: Sustainability	Publication Date: May 17, 2020
Citations: 70	License type: CC BY 4.0

Affiliation: Kyung Hee University

Abstract

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.

Highlights

Since the 1990s, as industries have become more service-oriented, companies have made it a priority to understand and relate to their consumers more than ever before [1,2]
The findings demonstrate that the perceived behavior control and subjective norm variables have positive and significant effects on intention to visit rural tourism sites
Attitude did not have any influence on tourists’ intentions regarding rural tourism. From their education, people have a positive image of rural tourism as a type of sustainable tourism, this image does not become a major motivating factor that leads to an actual tour

Summary

Introduction

Since the 1990s, as industries have become more service-oriented, companies have made it a priority to understand and relate to their consumers more than ever before [1,2]. The tourism industry is no exception [3,4]. Some research [5,6] has revealed the decision-making process for sustainable tourism. Papers about the decision-making process of rural tourism tourists are rare. To fill this gap, this study uses the theory of planned behavior (TPB) model to understand the decision-making process with rural tourism data. The TPB model has traditionally been used to analyze the decision-making process in many different fields, including tourism [7]

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