The Effects of Social Networking Services on Tourists’ Intention to Visit Mega-Events during the Riyadh Season: A Theory of Planned Behavior Model

Dayal Ali W. Al-Khaldy, Thowayeb H. Hassan (), Ahmed Hassan Abdou, Mostafa A. Abdelmoaty () and Amany E. Salem
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Dayal Ali W. Al-Khaldy: Social Studies Department, College of Arts, King Faisal University, Al Ahsa 400, Saudi Arabia
Thowayeb H. Hassan: Social Studies Department, College of Arts, King Faisal University, Al Ahsa 400, Saudi Arabia
Ahmed Hassan Abdou: Social Studies Department, College of Arts, King Faisal University, Al Ahsa 400, Saudi Arabia
Mostafa A. Abdelmoaty: Independent Researcher, Giza 12573, Egypt
Amany E. Salem: Social Studies Department, College of Arts, King Faisal University, Al Ahsa 400, Saudi Arabia

Sustainability, 2022, vol. 14, issue 21, 1-13

Abstract: The economic, cultural and environmental benefits of mega-events justify conducting tourism research articles based on tourists’ intention to visit the event destination. These decisions are likely influenced by behavioral attributes and social interaction. In the current study, we assessed potential predictors of tourists’ intention to visit the Riyadh Season using a theory of planned behavior (TPB) model and three variables of social networking service (SNS) variables, including SNS use, SNS content and trip experience sharing (TES). Results showed that the perceived behavioral control and subjective norms were antecedent TPB predictors of participants’ intentions to visit the destination. Additionally, the benefits of SNS content in organizing/planning events were independently associated with behavioral motivations. SNS attributes were not significant moderators of the relationship between subjective norms and tourists’ intentions. National authorities are required to focus on improving the content of SNS while planning for future mega-events to enrich tourists’ experience and support their motivation and decision.

Keywords: tourism consumer behavior; mega-event; social networking service; theory of planned behavior; intention; sustainable tourism (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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