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

IBRAHIM B.

Tourism and Hospitality Research, 2023 (ESCI) identifier

  • Yayın Türü: Makale / Tam Makale
  • Basım Tarihi: 2023
  • Doi Numarası: 10.1177/14673584231198418
  • Dergi Adı: Tourism and Hospitality Research
  • Derginin Tarandığı İndeksler: Emerging Sources Citation Index (ESCI), Scopus, International Bibliography of Social Sciences, ABI/INFORM, Business Source Elite, Business Source Premier, CAB Abstracts, Food Science & Technology Abstracts, Hospitality & Tourism Complete, Hospitality & Tourism Index, Veterinary Science Database
  • Anahtar Kelimeler: beach tourism, behavior intention, fan page, instagram, leisure industry, Social media marketing
  • İstanbul Ticaret Üniversitesi Adresli: Evet

Özet

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.