The present study intends to unwrap the influence of social media electronic word of mouth (eWOM) on revisit intention post-COVID-19 applying the theory of planned behavior (TPB). Two additional constructs, viz., eWOM and destination image, have been undertaken in the present study to enhance...

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...

The present study intends to unleash the influence of social media marketing (SMM) on purchase intention (PI), brand trust (BT) and brand loyalty (BL) in the setting of online travel booking websites. It also analyses the mediating effect of BT and BL in the relationship between SMM and PI. This...

The aim of this study is to predict Gen Z Consumers’ behavioural intention towards travelling to tourism destinations in the context of sustainability by developing an integrated structural model that incorporates the Theory of Planned Behaviour model with the additional constructs i.e....