Exploration or Exploitation of a Neighborhood Destination: The Role of Social Media Content on the Perceived Value and Trust and Revisit Intention among World Cup Football Fans

Emad Ahmed Helal, Thowayeb H. Hassan (), Mostafa A. Abdelmoaty (), Amany E. Salem, Mahmoud I. Saleh, Mohamed Y. Helal, Magdy Sayed Abuelnasr, Yasser Ahmed Mohamoud, Ahmed H. Abdou, Salaheldeen H. Radwan and Paul Szabo-Alexi
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Emad Ahmed Helal: 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
Mostafa A. Abdelmoaty: StatisMed for Statistical Analysis Services, Giza 12573, Egypt
Amany E. Salem: Social Studies Department, College of Arts, King Faisal University, Al-Ahsa 400, Saudi Arabia
Mahmoud I. Saleh: Tourism Studies Department, Faculty of Tourism and Hotel Management, Helwan University, Cairo 12612, Egypt
Mohamed Y. Helal: General Management Department, Institute of Management, Economics, and Finance, Kazan Federal University, 42008 Kazan, Russia
Magdy Sayed Abuelnasr: Social Studies Department, College of Arts, King Faisal University, Al-Ahsa 400, Saudi Arabia
Yasser Ahmed Mohamoud: Social Studies Department, College of Arts, King Faisal University, Al-Ahsa 400, Saudi Arabia
Ahmed H. Abdou: Social Studies Department, College of Arts, King Faisal University, Al-Ahsa 400, Saudi Arabia
Salaheldeen H. Radwan: Tourism Studies Department, Faculty of Tourism and Hotel Management, Helwan University, Cairo 12612, Egypt
Paul Szabo-Alexi: Department Physical Education and Physical Therapy, Faculty of Geography, University of Oradea, Tourism and Sport, 1st University Street, 410087 Oradea, Romania

JRFM, 2023, vol. 16, issue 3, 1-16

Abstract: Over the last decade, social media (SM) has dramatically influenced the tourism sector, and information exchange via SM platforms may affect tourists’ intentions to revisit a tourist destination. In the present study, we investigated the impact of content shared on SM on tourists’ intentions to revisit Saudi Arabia as a neighboring destination to Qatar during the period of a mega-event (Football World Cup). We also assessed the potential mediation effects of the perceived values and trust in local tourism services on such a relationship. A structured survey was distributed to football fans who came to visit Saudi Arabia (n = 300), and a partial least squares structural equation model was constructed to validate this study’s model. Results showed that SM content did not significantly impact the revisit intentions directly. SM content was a significant antecedent predictor of the perceived trust, and the perceived trust predicted future intentions to revisit Saudi Arabia. Therefore, the perceived trust in tourism services was a significant mediator of tourism SM’s effects on tourists’ intentions. However, the mediation path of the perceived value was not statistically significant. Tourism marketers had to ensure that they appropriately convey engaging content that focuses on supporting the trust in a destination, particularly during the periods of mega-events.

Keywords: tourism; intention to revisit; perceived value; perceived trust; world cup; mega-event (search for similar items in EconPapers)
JEL-codes: C E F2 F3 G (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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