Azhar, Mohd; Hamid, Sheeba; Akhtar, Mohd Junaid; … - In: Journal of tourism, sustainability and well-being 10 (2022) 4, pp. 292-312
destinations, incorporating two additional constructs: social media use and place emotion. Moreover, this study unwraps the most … structural equation modeling (SEM). The empirical results reveal that attitude towards rural tourism, subjective norm, social … media use and place emotion significantly and positively influence intention to travel to rural destinations, while …