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

Yeajin Joo, Hwayoon Seok and Yoonjae Nam
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Yeajin Joo: Department of Culture, Tourism & Content, Kyung Hee University, Seoul 130-701, Korea
Hwayoon Seok: Department of Culture, Tourism & Content, Kyung Hee University, Seoul 130-701, Korea
Yoonjae Nam: Department of Culture, Tourism & Content, Kyung Hee University, Seoul 130-701, Korea

Sustainability, 2020, vol. 12, issue 10, 1-14

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.

Keywords: sustainable tourism; rural tourism; social networking service; theory of planned behavior; social media use (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (29)

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