Understanding post-pandemic travel intention toward rural destinations by expanding the theory of planned behavior (TPB)
Abstract This research intends to understand post-pandemic travel intention toward rural areas by extending the theory of planned behavior (TPB). Social media use (SMU) and electronic word of mouth (eWOM) have been incorporated into the original TPB model as additional constructs to increase its pre...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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SpringerOpen
2023-08-01
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| Series: | Future Business Journal |
| Subjects: | |
| Online Access: | https://doi.org/10.1186/s43093-023-00215-2 |
| _version_ | 1797743970162311168 |
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| author | Mohd Azhar Sehar Nafees Sujood Sheeba Hamid |
| author_facet | Mohd Azhar Sehar Nafees Sujood Sheeba Hamid |
| author_sort | Mohd Azhar |
| collection | DOAJ |
| description | Abstract This research intends to understand post-pandemic travel intention toward rural areas by extending the theory of planned behavior (TPB). Social media use (SMU) and electronic word of mouth (eWOM) have been incorporated into the original TPB model as additional constructs to increase its predictive power. To date, no study has measured post-pandemic travel intention in the Indian context utilizing a modified model of TPB taking the studied variables; thus, this study fills this void. A sample of 305 respondents was collected on a convenience basis via an online questionnaire. The targeted population of this study were the Indian social media users who follow the web pages of travel agencies. “SPSS 20” and “AMOS 22.0” were used for the statistical analysis. The results reveal that attitude (AT), subjective norm (SN), perceived behavioral control (PBC), social media usage (SMU) and electronic word of mouth (eWOM) all have a beneficial impact on post-pandemic travel intention toward rural destinations. These factors explained approximately 53% (R 2 = 0.529) of the variance in the post-pandemic travel intention toward rural destinations. A number of theoretical and managerial ramifications can be deduced from the findings of this study. The novelty of this research lies in its integration of SMU and eWOM into the original TPB framework to assess individuals’ post-pandemic travel intentions toward rural destinations. |
| first_indexed | 2024-03-12T15:03:09Z |
| format | Article |
| id | doaj.art-1e7419431b9d4e48952744c7c6a13a39 |
| institution | Directory Open Access Journal |
| issn | 2314-7210 |
| language | English |
| last_indexed | 2024-03-12T15:03:09Z |
| publishDate | 2023-08-01 |
| publisher | SpringerOpen |
| record_format | Article |
| series | Future Business Journal |
| spelling | doaj.art-1e7419431b9d4e48952744c7c6a13a392023-08-13T11:14:10ZengSpringerOpenFuture Business Journal2314-72102023-08-019111710.1186/s43093-023-00215-2Understanding post-pandemic travel intention toward rural destinations by expanding the theory of planned behavior (TPB)Mohd Azhar0Sehar Nafees1Sujood2Sheeba Hamid3Department of Commerce, Aligarh Muslim UniversityDepartment of Commerce, Aligarh Muslim UniversityDepartment of Tourism and Hospitality Management, Jamia Millia IslamiaDepartment of Commerce, Aligarh Muslim UniversityAbstract This research intends to understand post-pandemic travel intention toward rural areas by extending the theory of planned behavior (TPB). Social media use (SMU) and electronic word of mouth (eWOM) have been incorporated into the original TPB model as additional constructs to increase its predictive power. To date, no study has measured post-pandemic travel intention in the Indian context utilizing a modified model of TPB taking the studied variables; thus, this study fills this void. A sample of 305 respondents was collected on a convenience basis via an online questionnaire. The targeted population of this study were the Indian social media users who follow the web pages of travel agencies. “SPSS 20” and “AMOS 22.0” were used for the statistical analysis. The results reveal that attitude (AT), subjective norm (SN), perceived behavioral control (PBC), social media usage (SMU) and electronic word of mouth (eWOM) all have a beneficial impact on post-pandemic travel intention toward rural destinations. These factors explained approximately 53% (R 2 = 0.529) of the variance in the post-pandemic travel intention toward rural destinations. A number of theoretical and managerial ramifications can be deduced from the findings of this study. The novelty of this research lies in its integration of SMU and eWOM into the original TPB framework to assess individuals’ post-pandemic travel intentions toward rural destinations.https://doi.org/10.1186/s43093-023-00215-2Theory of planned behaviorBehavioral intentionSocial media useeWOMPost-COVID-19Rural destinations |
| spellingShingle | Mohd Azhar Sehar Nafees Sujood Sheeba Hamid Understanding post-pandemic travel intention toward rural destinations by expanding the theory of planned behavior (TPB) Future Business Journal Theory of planned behavior Behavioral intention Social media use eWOM Post-COVID-19 Rural destinations |
| title | Understanding post-pandemic travel intention toward rural destinations by expanding the theory of planned behavior (TPB) |
| title_full | Understanding post-pandemic travel intention toward rural destinations by expanding the theory of planned behavior (TPB) |
| title_fullStr | Understanding post-pandemic travel intention toward rural destinations by expanding the theory of planned behavior (TPB) |
| title_full_unstemmed | Understanding post-pandemic travel intention toward rural destinations by expanding the theory of planned behavior (TPB) |
| title_short | Understanding post-pandemic travel intention toward rural destinations by expanding the theory of planned behavior (TPB) |
| title_sort | understanding post pandemic travel intention toward rural destinations by expanding the theory of planned behavior tpb |
| topic | Theory of planned behavior Behavioral intention Social media use eWOM Post-COVID-19 Rural destinations |
| url | https://doi.org/10.1186/s43093-023-00215-2 |
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