Azhar, Mohd; Nafees, Sehar; Sujood; Hamid, Sheeba - In: Future Business Journal 9 (2023), pp. 1-17
This research intends to understand post-pandemic travel intention toward rural areas by extending the theory of planned behavior (TPB). Social media use (SMU) and electronic word of mouth (eWOM) have been incorporated into the original TPB model as additional constructs to increase its...