Exploring the impact of social media on tourist behavior in rural mountain tourism during the COVID-19 pandemic: The role of perceived risk and community participation

Hussain, Talib; Wang, Dake; Li, Benqian

doi:10.1016/j.actpsy.2023.104113

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Exploring the impact of social media on tourist behavior in rural mountain tourism during the COVID-19 pandemic: The role of perceived risk and community participation

Author(s): Talib Hussain , Dake Wang , Benqian Li

Publication date Created: February 2024

Publication date (Print): February 2024

Journal: Acta Psychologica

Publisher: Elsevier BV

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Abstract

<p xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" class="first" dir="auto" id="d600536e83">This research article aims to assess the behavior of tourists in sustainable rural mountain tourism during the COVID-19 pandemic, focusing on the role of social media usage. It investigates the key social media features that influence tourist behavior and introduces the concept of perceived risk as a novel variable within the Technology Acceptance Model (TAM) to deepen our understanding of the relationship between social media use and tourist behavior. </p>