Next Article in Journal
Self-Reinforcing Processes Governing Urban Sprawl in Belgium: Evidence over Six Decades
Next Article in Special Issue
An Analysis of the Sustainable Tourism Value of Graffiti Tours through Social Media: Focusing on TripAdvisor Reviews of Graffiti Tours in Bogota, Colombia
Previous Article in Journal
The Effect of Adapted Utilitarian Judo, as an Educational Innovation, on Fear-of-Falling Syndrome
Previous Article in Special Issue
Importance of Social Media in the Image Formation of Tourist Destinations from the Stakeholders’ Perspective
Open AccessArticle

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

Department of Culture, Tourism & Content, Kyung Hee University, Seoul 130-701, Korea
*
Author to whom correspondence should be addressed.
Sustainability 2020, 12(10), 4095; https://doi.org/10.3390/su12104095
Received: 22 April 2020 / Revised: 14 May 2020 / Accepted: 14 May 2020 / Published: 17 May 2020
(This article belongs to the Special Issue Sustainable Tourism in the Social Media and Big Data Era)
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. View Full-Text
Keywords: sustainable tourism; rural tourism; social networking service; theory of planned behavior; social media use sustainable tourism; rural tourism; social networking service; theory of planned behavior; social media use
Show Figures

Figure 1

MDPI and ACS Style

Joo, Y.; Seok, H.; Nam, Y. The Moderating Effect of Social Media Use on Sustainable Rural Tourism: A Theory of Planned Behavior Model. Sustainability 2020, 12, 4095.

Show more citation formats Show less citations formats
Note that from the first issue of 2016, MDPI journals use article numbers instead of page numbers. See further details here.

Article Access Map by Country/Region

1
Search more from Scilit
 
Search
Back to TopTop