Examining the Function of Travel Leadership and Determining the Key Drivers of Tourists' Intention to Forward Infectious Messages

Examining the Function of Travel Leadership and Determining the Key Drivers of Tourists' Intention to Forward Infectious Messages

Registration ID: IJNRD_199283

Published ID: IJNRD2306289

DOI: http://doi.one/10.1729/Journal.34774

Shamshana V C , Dr. Sravana K

Behavioural intention, travel leadership, tourists’ intention, infectious messages

Despite the fact that, messages that go viral have an impact on tourists’ choices. However, very little is known about the factors influencing tourists’ propensity to spread viral messages. Hence, the current study aims at investigating the factors that influence the behavioural intention of tourists towards forwarding travel and tourism related viral messages. Also, to see if there is a difference in behavioural intentions between travel leaders and travel followers. The present study is based on primary data elicited from 100 domestic tourists who visited Kerala. Samples were selected using multi-stage cluster sampling. Scale reliability was assessed using the Cronbach's alpha. To analyse the data and test hypotheses, independent sample t test, one-way ANOVA and multiple regression were performed using SPSS. The results of this study showed that elements like social benefits, viral platform usage and emotional response had an impact on travellers' intention to spread a message. Results also revealed that tourists with different levels of travel leadership (i.e., leaders vs. followers) had significantly diverse behavioural intentions.

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"Examining the Function of Travel Leadership and Determining the Key Drivers of Tourists' Intention to Forward Infectious Messages", IJNRD - INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT (www.IJNRD.org), ISSN:2456-4184, Vol.8, Issue 6, page no.c776-c782, June-2023, Available :https://ijnrd.org/papers/IJNRD2306289.pdf

Volume 8 Issue 6, June-2023

Pages : c776-c782

Paper Reg. ID: IJNRD_199283

Published Paper Id: IJNRD2306289

Downloads: 000121151

Research Area: Commerce

Country: VATAKARA, KOZHIKODE, KERALA, India

Published Paper PDF: https://ijnrd.org/papers/IJNRD2306289.pdf

Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2306289

DOI: http://doi.one/10.1729/Journal.34774

Journal Name: INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT(IJNRD)

ISSN: 2456-4184 | IMPACT FACTOR: 8.76 Calculated By Google Scholar | ESTD YEAR: 2016

An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 8.76 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Publisher: IJNRD (IJ Publication) Janvi Wave

This work is licensed under a Creative Commons Attribution 4.0 International License and The Open Definition

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