Influence of Instagram fan pages on intention to revisit and recommend in beach tourism settings: The mediating effect of positive attitude

IF 3 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM Tourism and Hospitality Research Pub Date : 2023-09-02 DOI:10.1177/14673584231198418

Blend Ibrahim

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Abstract

The literature on social media marketing (SMM) elucidates how SMM can improve consumer behavior within the tourism industry. However, the lack of empirical examination of the mediating role of behavior attitude is still evident in leisure literature. This study investigated the relative impact of fan page following of beaches on the intention to recommend and revisit by considering the mediation role of positive attitude in these relationships. A convenience sample method was employed to collect data from young customers (18–24 years old). The data was collected from 363 respondents, and structural equation modeling was conducted to test the conceptual model hypotheses. The results reveal that fan page following positively predict positive attitudes and intention to recommend and revisit. Moreover, the results also confirm that a positive attitude mediates the relationships between Instagram fan page following and the intention to recommend and revisit. This research developed a theoretical model to understand how Instagram fan page following might enhance intention to recommend and revisit in the beach context by invoking positive attitudes as a mediator variable in the relationship fan page following and behavior intention.

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海滩旅游中Instagram粉丝页面对重游意向和推荐意向的影响:积极态度的中介作用

关于社交媒体营销(SMM)的文献阐明了SMM如何改善旅游行业内的消费者行为。然而，在休闲文献中，行为态度的中介作用仍然缺乏实证检验。本研究通过考虑积极态度在这些关系中的中介作用，调查了海滩粉丝页面关注对推荐和重游意愿的相对影响。采用方便抽样法对18-24岁的年轻顾客进行数据收集。数据来源于363名调查对象，采用结构方程模型对概念模型假设进行检验。结果显示，粉丝页面关注正向预测积极的态度和推荐和再次访问的意愿。此外，研究结果还证实，积极的态度在Instagram粉丝页面关注与推荐和重访意愿之间起到中介作用。本研究开发了一个理论模型来理解Instagram粉丝页面关注如何通过调用积极态度作为粉丝页面关注和行为意愿关系的中介变量来增强海滩背景下的推荐和重访意愿。

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来源期刊

Tourism and Hospitality Research HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

7.40

自引率

8.60%

发文量

期刊介绍： Tourism and Hospitality Research is firmly established as a leading and authoritative, peer-reviewed journal for tourism and hospitality researchers and professionals. Tourism and Hospitality Research covers: • Hospitality and tourism operations • Marketing and consumer behaviour • HR management • Social Media and Marketing • Technology • Planning and development • Policy • Performance and financial management • Strategic implications • Environmental aspects • Forecasting and prediction • Revenue management • Impact assessment and mitigation • Globalisation • Research methodologies • Leisure and culture • Risk Management • Change Management