The impact of social media branding and technology adoption on green tourism: the role of tourist behavior as a mediator in developing countries post-COVID-19—context of Zimbabwe
Abstract Green tourism, social media branding and technology adoption have recently become the most powerful elements in the tourism world during and post-COVID19 pandemic. This paper aims to investigate the effects of social media branding and technology adoption on green tourism with tourists’ beh...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
SpringerOpen
2023-08-01
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| Series: | Future Business Journal |
| Subjects: | |
| Online Access: | https://doi.org/10.1186/s43093-023-00249-6 |
| _version_ | 1797559436276924416 |
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| author | Option Takunda Chiwaridzo Reason Masengu |
| author_facet | Option Takunda Chiwaridzo Reason Masengu |
| author_sort | Option Takunda Chiwaridzo |
| collection | DOAJ |
| description | Abstract Green tourism, social media branding and technology adoption have recently become the most powerful elements in the tourism world during and post-COVID19 pandemic. This paper aims to investigate the effects of social media branding and technology adoption on green tourism with tourists’ behavior as a mediator post-COVID 19 in developing countries such as Zimbabwe. The positivism philosophy was adopted in line with the quantitative nature of the study. The research embraced an explanatory survey research design, and a structured questionnaire was used to gather primary data. The survey’s population was drawn from tourists who visited Zimbabwe post-COVID 19 era. This research used (PLS-SEM) on a sample of 408 as guided by the Krejcie and Morgan table for determining sample size. The findings indicate that social media branding and technology adoption have a positive impact on green tourism and that tourists’ behavior partially and fully mediates the two indirect relationships. The distinctiveness of the current papers lies on fact that it can be a guideline to policymakers, green tourism supply chain and environmentalists in developing strategies that promote green tourism in Zimbabwe and other developing countries. |
| first_indexed | 2024-03-10T17:45:25Z |
| format | Article |
| id | doaj.art-e469390056494b549e8bbefa0aa16b75 |
| institution | Directory Open Access Journal |
| issn | 2314-7210 |
| language | English |
| last_indexed | 2024-03-10T17:45:25Z |
| publishDate | 2023-08-01 |
| publisher | SpringerOpen |
| record_format | Article |
| series | Future Business Journal |
| spelling | doaj.art-e469390056494b549e8bbefa0aa16b752023-11-20T09:32:51ZengSpringerOpenFuture Business Journal2314-72102023-08-019111410.1186/s43093-023-00249-6The impact of social media branding and technology adoption on green tourism: the role of tourist behavior as a mediator in developing countries post-COVID-19—context of ZimbabweOption Takunda Chiwaridzo0Reason Masengu1School of Economics and Business Management, University of Science and TechnologyDepartment of Business Management at Middle East CollegeAbstract Green tourism, social media branding and technology adoption have recently become the most powerful elements in the tourism world during and post-COVID19 pandemic. This paper aims to investigate the effects of social media branding and technology adoption on green tourism with tourists’ behavior as a mediator post-COVID 19 in developing countries such as Zimbabwe. The positivism philosophy was adopted in line with the quantitative nature of the study. The research embraced an explanatory survey research design, and a structured questionnaire was used to gather primary data. The survey’s population was drawn from tourists who visited Zimbabwe post-COVID 19 era. This research used (PLS-SEM) on a sample of 408 as guided by the Krejcie and Morgan table for determining sample size. The findings indicate that social media branding and technology adoption have a positive impact on green tourism and that tourists’ behavior partially and fully mediates the two indirect relationships. The distinctiveness of the current papers lies on fact that it can be a guideline to policymakers, green tourism supply chain and environmentalists in developing strategies that promote green tourism in Zimbabwe and other developing countries.https://doi.org/10.1186/s43093-023-00249-6Social mediaSocial media brandingTechnology adoptionTourists’ behaviorGreen tourism supply chainGreen tourism |
| spellingShingle | Option Takunda Chiwaridzo Reason Masengu The impact of social media branding and technology adoption on green tourism: the role of tourist behavior as a mediator in developing countries post-COVID-19—context of Zimbabwe Future Business Journal Social media Social media branding Technology adoption Tourists’ behavior Green tourism supply chain Green tourism |
| title | The impact of social media branding and technology adoption on green tourism: the role of tourist behavior as a mediator in developing countries post-COVID-19—context of Zimbabwe |
| title_full | The impact of social media branding and technology adoption on green tourism: the role of tourist behavior as a mediator in developing countries post-COVID-19—context of Zimbabwe |
| title_fullStr | The impact of social media branding and technology adoption on green tourism: the role of tourist behavior as a mediator in developing countries post-COVID-19—context of Zimbabwe |
| title_full_unstemmed | The impact of social media branding and technology adoption on green tourism: the role of tourist behavior as a mediator in developing countries post-COVID-19—context of Zimbabwe |
| title_short | The impact of social media branding and technology adoption on green tourism: the role of tourist behavior as a mediator in developing countries post-COVID-19—context of Zimbabwe |
| title_sort | impact of social media branding and technology adoption on green tourism the role of tourist behavior as a mediator in developing countries post covid 19 context of zimbabwe |
| topic | Social media Social media branding Technology adoption Tourists’ behavior Green tourism supply chain Green tourism |
| url | https://doi.org/10.1186/s43093-023-00249-6 |
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