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

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.

UNVEILING THE LINK: DOES DIGITAL MARKETING ADOPTION FUEL SUSTAINABLE GROWTH FOR SMEs IN INDONESIA?

“…The hypothesis received support with a statistically significant p-value of 0.000, affirming the substantial impact of intentions to employ digital marketing on the practical adoption of digital marketing practices within SMEs. This finding aligns with previous research (Al-Emran et al, 2022;Al-Khaldy et al, 2022), confirmed the positive influence of intentions to utilize digital marketing on the actual use of digital marketing practices within SMEs. Furthermore, was also evident from the findings (Efthymiou et al, 2022), indicate a strong and positive relationship between the intention to use technology and its actual implementation.…”

Responding to Tourists’ Intentions to Revisit Medical Destinations in the Post-COVID-19 Era through the Promotion of Their Clinical Trust and Well-Being

“…When it comes to the association between well-being, patient outcome, and tourists' experience with intention to revisit, Lin found that psychological well-being in the destination country was associated with higher intention for tourists to revisit [54][55][56]. Lunt et al suggested that medical tourists should receive trustworthy assurances regarding the quality of their care and safety while in the destination country, and more focus must be directed toward patients' outcomes to maintain their well-being and to guarantee their satisfaction, both of which affect their revisit intentions [51].…”

The use of virtual social networks during the anticipatory phase to reduce perceived crime risk and increase trust in organizers

“…As a result, the literature provides a great number of studies on this topic, the majority of which focus on the theory of planned behavior (e.g. Al-Khaldy et al , 2022; Cunningham and Kwon, 2003; Kaplanidou and Gibson, 2012; Ramirez et al , 2013).…”

“…Building on this theory, some authors have indicated the positive effect of peers' and other social influencers' reactions (e.g. Lee and Back, 2007; Ramirez et al , 2013) –including the content created on the Internet (Al-Khaldy et al , 2022)– on consumers' intention to attend an event. This prior research confirms the significant role of subjective norms in this context, which become especially important for events hosted by membership organizations (Hahm et al , 2016).…”

“…The authors concluded that increased excitement and awareness before the event are the main organizers' goal when they use social media. Focusing on the theory of plan behavior, the study by Al-Khaldy et al (2022) indicate that the content on the Internet influences consumers' attitude towards an event.…”