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

Author

Listed:
  • Dayal Ali W. Al-Khaldy

    (Social Studies Department, College of Arts, King Faisal University, Al Ahsa 400, Saudi Arabia)

  • Thowayeb H. Hassan

    (Social Studies Department, College of Arts, King Faisal University, Al Ahsa 400, Saudi Arabia
    Tourism Studies Department, Faculty of Tourism and Hotel Management, Helwan University, Cairo 12612, Egypt)

  • Ahmed Hassan Abdou

    (Social Studies Department, College of Arts, King Faisal University, Al Ahsa 400, Saudi Arabia
    Hotel Studies Department, Faculty of Tourism and Hotels, Mansoura University, Mansoura 35516, Egypt)

  • Mostafa A. Abdelmoaty

    (Independent Researcher, Giza 12573, Egypt)

  • Amany E. Salem

    (Social Studies Department, College of Arts, King Faisal University, Al Ahsa 400, Saudi Arabia
    Tourism Studies Department, Faculty of Tourism and Hotel Management, Helwan University, Cairo 12612, Egypt)

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.

Suggested Citation

  • Dayal Ali W. Al-Khaldy & Thowayeb H. Hassan & Ahmed Hassan Abdou & Mostafa A. Abdelmoaty & Amany E. Salem, 2022. "The Effects of Social Networking Services on Tourists’ Intention to Visit Mega-Events during the Riyadh Season: A Theory of Planned Behavior Model," Sustainability, MDPI, vol. 14(21), pages 1-13, November.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:21:p:14481-:d:963310
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