Effects of rural tourism information quality in social media on tourists' travel intention

Kong Bingxian; Shi Xiao; Yang Feng

doi:10.52396/JUST-2021-0111

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Open Access JUSTC

Effects of rural tourism information quality in social media on tourists' travel intention

Kong Bingxian^1,2,
Shi Xiao^{1,2,3

,},
Yang Feng^1,2

1.
School of Management, University of Science and Technology of China, Hefei 230026, China
2.
International Institute of Finance, University of Science and Technology of China, Hefei 230601, China
3.
School of Management and Engineering,Capital University of Economics and Business. Beijing 100070,China

Cite this:

https://doi.org/10.52396/JUST-2021-0111

Received Date: 16 April 2021
Rev Recd Date: 08 June 2021
Publish Date: 31 July 2021

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Abstract

Abstract

Nowadays, the tourism industry is characterized by ever-increasing competition, and social media is the main way we get information in the information age. As an important branch of tourism, rural tourism industry is of great significance to economy and culture in China. Since rural tourism is an important part of tourism development and the current research on rural tourism is still insufficient, this paper puts forward the following two research questions. First, which quality of rural tourism information in social media will affect tourists' perception of destination image? Second, whether tourists' perception of the destination image will affect tourists' rural tourism intention?Based on the previous literature, we select relevant concepts and items about information quality, the destination image and travel intention to form a questionnaire to investigate people's travel behavior.A total of 177 respondents completed our survey, and it has been proved that there are significant positive correlations among rural tourism information quality, destination images and travel intention. The results based on empirical analysis indicate that the qualities are positively relating with the perception of the destination image are informativeness, value-added, amount of information, accessibility and source credibility, and have a significant impact on travel intention eventually. This study not only examines the role of rural tourism information quality in social media on tourists' travel intention from the theoretical perspective,but also proposes a marketing strategies for governments and practitioners of rural tourism to attract more tourists by improving the information quality in social media from the practical implications.

Abstract

Nowadays, the tourism industry is characterized by ever-increasing competition, and social media is the main way we get information in the information age. As an important branch of tourism, rural tourism industry is of great significance to economy and culture in China. Since rural tourism is an important part of tourism development and the current research on rural tourism is still insufficient, this paper puts forward the following two research questions. First, which quality of rural tourism information in social media will affect tourists' perception of destination image? Second, whether tourists' perception of the destination image will affect tourists' rural tourism intention?Based on the previous literature, we select relevant concepts and items about information quality, the destination image and travel intention to form a questionnaire to investigate people's travel behavior.A total of 177 respondents completed our survey, and it has been proved that there are significant positive correlations among rural tourism information quality, destination images and travel intention. The results based on empirical analysis indicate that the qualities are positively relating with the perception of the destination image are informativeness, value-added, amount of information, accessibility and source credibility, and have a significant impact on travel intention eventually. This study not only examines the role of rural tourism information quality in social media on tourists' travel intention from the theoretical perspective,but also proposes a marketing strategies for governments and practitioners of rural tourism to attract more tourists by improving the information quality in social media from the practical implications.

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References(72)

References

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[4]	Baloglu S, Mangaloglu M. Tourism destination images of Turkey, Egypt, Greece, and Italy as perceived by US-based tour operators and travel agents. Tourism Management,2001, 22(1): 1-9.
[5]	Chu C P. The influence of social media use and travel motivation on the perceived destination image and travel intention to Taiwan of the Thai people. International Journal of Arts and Commerce, 2018, 7(3): 22-36.
[6]	Trenz M, Huntgeburth J, Veit D. Uncertainty in cloud service relationships: Uncovering the differential effect of three social influence processes on potential and currentusers. Information & Management, 2018, 55(8): 971-983.
[7]	Pike J C, Bateman P J, Butler B S. Information fromsocial networking sites: Context collapse and ambiguity in the hiring process. Information Systems Journal, 2018,28(4): 729-758.
[8]	Zeng B, Gerritsen R. What do we know about social mediain tourism? A review. Tourism Management Perspectives, 2014, 10: 27-36.
[9]	Yu C P, Chancellor H C, Cole S T. Examining the effects of tourism impacts on resident quality of life: Evidence from rural midwestern communities in USA.International Journalof Tourism Sciences, 2011, 11 (2):161-186.
[10]	Lin L Z, Yeh H R. Analysis of tour values to develop enablers using an imperative hierarchy-based model in Taiwan.Tourism Management, 2013, 34: 133-144.
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[15]	Lee S A, Jeong M. Enhancing online brand experiences: An application of congruity theory. International Journal of Hospitality Management, 2014, 40: 49-58.
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[23]	Hjalager A M, Kwiatkowski G, Østervig Larsen M.Innovation gaps in Scandinavian rural tourism.Scandinavian Journal of Hospitality and Tourism, 2018, 18(1): 1-17.
[24]	Khartishvili L, Muhar A, Dax T, et al. Rural tourism in Georgia in transition: Challenges for regional sustainability. Sustainability, 2019, 11(2): 1-20.
[25]	Kastenholz E, Carneiro M J, Marques C P, et al. The dimensions of rural tourism experience: Impacts on arousal, memory, and satisfaction. Journal of Travel & Tourism Marketing, 2018, 35(2): 189-201.
[26]	Villanueva-Álvaro J J, Mondéjar-Jiménez J, Sáez-MartínezF J. Rural tourism: Development, management and sustainability in rural establishments. Sustainability,2017, 9(5): 1-8.
[27]	Situmorang R, Trilaksono T, Japutra A. Friend or foe? The complex relationship between indigenous people and policymakers regarding rural tourism in Indonesia.Journal of Hospitality and Tourism Management, 2019, 39:20-29.
[28]	Chi X, Lee S K, Ahn Y, et al. Tourist-perceived quality and loyalty intentions towards rural tourism in China.Sustainability, 2020, 12(9): 1-18.
[29]	Gao J, Wu B. Revitalizing traditional villages through rural tourism: A case study of Yuanjia Village, Shaanxi Province, China. Tourism Management, 2017, 63: 223-233.
[30]	Su M M, Wall G, Wang Y, et al. Livelihood sustainability in a rural tourism destination-Hetu Town, Anhui Province, China. Tourism Management, 2019, 71: 272-281.
[31]	Wang R Y, Strong D M. Beyond accuracy: What data quality means to data consumers. Journal of Management Information Systems, 1996, 12(4): 5-33.
[32]	Xiang Z, Gretzel U. Role of social media in online travel information search. Tourism Management, 2010, 31(2): 179-188.
[33]	Kaplan A M, Haenlein M. Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 2010, 53(1): 59-68.
[34]	Klein B D. When do users detect information quality problems on the world wide web?Proceedings of the Americas Conference on Information Systems. Dallas, USA: SSRN, 2002: 1101-1103.
[35]	Knight S, Burn J. Developing a framework for assessing information quality on the world wide web. Informing Science, 2005, 8: 159-172.
[36]	Agarwal N, Yiliyasi Y. Information quality challenges in social media. ICIQ. Little Rock, Arkansas, IEEE, 2010. [2021-03-28] , https://www.researchgate.net/profile/Nitin-Agarwal-14/publication/260337476_Information_quality_challenges_in_social_media/links/5515961b0cf2d70ee270abfd/Information-quality-challenges-in-social-media.pdf.
[37]	Emamjome F, Rabaa'i A, Gable G, et al. Information quality in social media: A conceptual model.Proceedings of the 17th Pacific Asia Conference on Information Systems(PACIS). Jeju Island, Korea: Association for Information Systems, 2013: 1-12.
[38]	Pipino L L, Lee Y W, Wang R Y. Data quality assessment. Communications of the ACM, 2002, 45(4): 211-218.
[39]	Kahn B K, Strong D M, Wang R Y. Information quality benchmarks: Product and service performance.Communications of the ACM, 2002, 45(4): 184-192.
[40]	Zhang K Z, Zhao S J, Cheung C M, et al. Examining the influence of online reviews on consumers' decision-making: A heuristic-systematic model. Decision Support Systems, 2014, 67: 78-89.
[41]	Kim S E, Lee K Y, Shin S I, et al. Effects of tourism information quality in social media on destination image formation: The case of Sina Weibo. Information & Management, 2017, 54(6): 687-702.
[42]	Bhattacherjee A, Sanford C. Influence processes for information technology acceptance: An elaboration likelihood model. MIS Quarterly, 2006, 30(4): 805-825.
[43]	Chaiken S. Heuristic versus systematic information processing and the use of source versus message cues in persuasion. Journal of Personality and Social Psychology, 1980, 39(5): 752-766.
[44]	Fu J R, Lu I W, Chen J H F, et al. Investigating consumers'online social shopping intention: An information processing perspective. International Journal of Information Management, 2020, 54: 102189.
[45]	Baloglu S. A path analytic model of visitation intention involving information sources, socio-psychological motivations, and destination image. Journal of Travel & Tourism Marketing, 2000, 8(3): 81-90.
[46]	Stylos N, Vassiliadis C A, Bellou V, et al. Destination images, holistic images and personal normative beliefs: Predictors of intention to revisit a destination. Tourism Management, 2016, 53: 40-60.
[47]	Gartner W C. Image formation process. Journal of Travel & Tourism Marketing, 1994, 2(2-3): 191-216.
[48]	Baloglu S, McCleary K W. A model of destination image formation. Annals of Tourism Research, 1999, 26(4):868-897.
[49]	Lam T, Hsu C H. Predicting behavioral intention of choosing a travel destination. Tourism Management,2006, 27(4): 589-599.
[50]	Al-Qudah O. The effect of brands' social network content quality and interactivity on purchase intention: Evidence from Jordan. Management Science Letters, 2020, 10(13): 3135-3142.
[51]	Mehrabian A, Russell J A. An Approach to Environmental Psychology. Massachusetts, USA:The MIT Press, 1974.
[52]	Hu X, Huang Q, Zhong X, et al. The influence of peer characteristics and technical features of a social shopping website on a consumer's purchase intention.International Journal of Information Management, 2016, 36(6): 1218-1230.
[53]	De Lone W H, McLean E R. Information systems success: The quest for the dependent variable. Information Systems Research, 1992, 3(1): 60-95.
[54]	Carlson J, Rahman M, Voola R, et al. Customer engagement behaviours in social media: Capturing innovation opportunities. Journal of Services Marketing, 2018, 32(1): 83-94.
[55]	Nambisan S, Baron R A. Virtual customer environments: Testing a model of voluntary participation in value cocreation activities. Journal of Product Innovation Management,2009, 26(4): 388-406.
[56]	Stylidis D, Shani A, Belhassen Y. Testing an integrated destination image model across residents and tourists. Tourism Management, 2017, 58: 184-195.
[57]	Lv X, McCabe S. Expanding theory of tourists' destination loyalty: The role of sensory impressions. Tourism Management, 2020, 77: 104026.
[58]	Chen J S. Market segmentation by tourists' sentiments.Annuals of Tourism Research, 2003, 30(1): 178-193.
[59]	Pearson P H. Relationship between global and specified measures of novelty seeking. Journal of Consulting and Clinical Psychology, 1970, 34: 199-204.
[60]	Sussman S W, Siegal W S. Informational influence in organizations: An integrated approach to knowledge adoption. Information Systems Research, 2003, 14(1):47-65.
[61]	Agapito D, Oom do Valle P, da Costa Mendes J. The cognitive-affective-conative model of destination image: A confirmatory analysis. Journal of Travel & Tourism Marketing, 2013, 30(5): 471-481.
[62]	Klenosky D B. The “pull” of tourism destinations: A means-end investigation. Journal of Travel Research,2002, 40(4): 396e403.
[63]	Zhang S Y, Liu C Y, Xia L, Chang L H. Research onrural tourism consumer market and future prospects.Science Technology and Industry, 2021, 21 (3): 161-165.
[64]	Chin W W. Issues and opinion on structural equation modeling.MIS Quarterly, 1998, 22(1): 7-16.
[65]	Podsakoff P M, MacKenzie S B, Lee J Y,et al.Common method biases in behavioral research: A critical review of the literature and recommended remedies.Journal of Applied Psychology, 2003, 88(5): 879-903.
[66]	Harman H H. Modern Factor Analysis. Chicago, USA: University of Chicago press,1976.
[67]	Fornell C, Larcker D F. Evaluating structural equation models with unobservable variables and measurement error: Algebra andstatistics. Journal of Marketing Research,1981, 18(1): 39-50.
[68]	MacKenzie S B, Podsakoff P M, Podsakoff N P. Construct measurement and validation procedures in MIS and behavioral research: Integrating new and existing techniques. MIS Quarterly, 2011, 35(2): 293-334.
[69]	Hair J F, Risher J J, Sarstedt M, et al. When to use and how to report the results of PLS-SEM. European Business Review, 2019, 31(1): 2-24.
[70]	Henseler J, Hubona G, Ray P A. Using PLS path modelingin new technology research: Updated guidelines.Industrial Management & Data Systems, 2016, 116(1): 2-20.
[71]	Chin W W, Marcolin B L, Newsted P R. A partial least squares latent variable modeling approach for measuring interaction effects: Results from a Monte Carlo simulation study and an electronic-mail emotion/adoption study.Information Systems Research, 2003, 14(2): 189-217.
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[1]	Rahmani S M, Hajari B, Karimian T, et al. Rural tourism development strategies using SWOT analysis: Case study. Life Science Journal, 2013, 10(4s): 395-403.
[2]	Ministry of Culture and Tourism of the People's Republic of China. 2019 Statistical Bulletin on Cultural and Tourism Development. [2020-06-20], https://www.mct.gov.cn/whzx/ggtz/202006/t20200620_872735.htm. Ministry of Culture and Tourism of the People's Republic of China.The number of rural tourists recovered to more than 90% in the same period last year.[2020-09-13], http://guoqing.china.com.cn/2020-09/13/content_76697461.htm.
[3]	Chen Y C, Shang R A, Li M J. The effects of perceived relevance of travel blogs'content on the behavioral intention to visit a tourist destination. Computers in Human Behavior, 2014, 30: 787-799.
[4]	Baloglu S, Mangaloglu M. Tourism destination images of Turkey, Egypt, Greece, and Italy as perceived by US-based tour operators and travel agents. Tourism Management,2001, 22(1): 1-9.
[5]	Chu C P. The influence of social media use and travel motivation on the perceived destination image and travel intention to Taiwan of the Thai people. International Journal of Arts and Commerce, 2018, 7(3): 22-36.
[6]	Trenz M, Huntgeburth J, Veit D. Uncertainty in cloud service relationships: Uncovering the differential effect of three social influence processes on potential and currentusers. Information & Management, 2018, 55(8): 971-983.
[7]	Pike J C, Bateman P J, Butler B S. Information fromsocial networking sites: Context collapse and ambiguity in the hiring process. Information Systems Journal, 2018,28(4): 729-758.
[8]	Zeng B, Gerritsen R. What do we know about social mediain tourism? A review. Tourism Management Perspectives, 2014, 10: 27-36.
[9]	Yu C P, Chancellor H C, Cole S T. Examining the effects of tourism impacts on resident quality of life: Evidence from rural midwestern communities in USA.International Journalof Tourism Sciences, 2011, 11 (2):161-186.
[10]	Lin L Z, Yeh H R. Analysis of tour values to develop enablers using an imperative hierarchy-based model in Taiwan.Tourism Management, 2013, 34: 133-144.
[11]	Egbali N, Bakhsh A. Effects of positive and negative ruraltourism (case study: Rural Semnan province). Journal of Geography and Regional Planning, 2011, 4(2): 63-76.
[12]	Baležentis T, Kriščiukaitien I, Baležentis A, et al.Rural tourism development in Lithuania (2003-2010)—Aquantitative analysis. Tourism Management Perspectives, 2012, 2: 1-6.
[13]	Lo M C, Ramayah T, Songan P, et al. Attitude of communities toward rural tourism development. Life Science Journal, 2013, 10(10s): 311-322.
[14]	Hunt J D. Image as a factor in tourism development.Journal of Travel Research, 1975, 13(3): 1-7.
[15]	Lee S A, Jeong M. Enhancing online brand experiences: An application of congruity theory. International Journal of Hospitality Management, 2014, 40: 49-58.
[16]	Huang C D, Goo J, Nam K, et al. Smart tourism technologies in travel planning: The role of exploration and exploitation. Information & Management, 2017, 54(6): 757-770.
[17]	Hyde K F. Information processing and touring planning theory. Annals of Tourism Research, 2008, 35(3):712-731.
[18]	Ho C I, Lin M H, Chen H M. Web users' behavioural patterns of tourism information search: From online to offline. Tourism Management, 2012, 33(6): 1468-1482.
[19]	Vogt C A, Fesenmaier D R. Expanding the functional information search model. Annals of Tourism Research,1998, 25(3): 551-578.
[20]	Kim D Y, Hwang Y H, Fesenmaier D R. Modeling tourism advertising effectiveness. Journal of Travel Research, 2005, 44(1): 42-49.
[21]	Chin C H, Chin C L, Wong W P M. The implementation of green marketing tools in rural tourism: The readiness of tourists? Journal of Hospitality Marketing & Management, 2018, 27(3): 261-280.
[22]	Kelliher F, Reinl L, Johnson T G, et al. The role of trustin building rural tourism micro firm network engagement: Amulti-case study. Tourism Management, 2018, 68: 1-12.
[23]	Hjalager A M, Kwiatkowski G, Østervig Larsen M.Innovation gaps in Scandinavian rural tourism.Scandinavian Journal of Hospitality and Tourism, 2018, 18(1): 1-17.
[24]	Khartishvili L, Muhar A, Dax T, et al. Rural tourism in Georgia in transition: Challenges for regional sustainability. Sustainability, 2019, 11(2): 1-20.
[25]	Kastenholz E, Carneiro M J, Marques C P, et al. The dimensions of rural tourism experience: Impacts on arousal, memory, and satisfaction. Journal of Travel & Tourism Marketing, 2018, 35(2): 189-201.
[26]	Villanueva-Álvaro J J, Mondéjar-Jiménez J, Sáez-MartínezF J. Rural tourism: Development, management and sustainability in rural establishments. Sustainability,2017, 9(5): 1-8.
[27]	Situmorang R, Trilaksono T, Japutra A. Friend or foe? The complex relationship between indigenous people and policymakers regarding rural tourism in Indonesia.Journal of Hospitality and Tourism Management, 2019, 39:20-29.
[28]	Chi X, Lee S K, Ahn Y, et al. Tourist-perceived quality and loyalty intentions towards rural tourism in China.Sustainability, 2020, 12(9): 1-18.
[29]	Gao J, Wu B. Revitalizing traditional villages through rural tourism: A case study of Yuanjia Village, Shaanxi Province, China. Tourism Management, 2017, 63: 223-233.
[30]	Su M M, Wall G, Wang Y, et al. Livelihood sustainability in a rural tourism destination-Hetu Town, Anhui Province, China. Tourism Management, 2019, 71: 272-281.
[31]	Wang R Y, Strong D M. Beyond accuracy: What data quality means to data consumers. Journal of Management Information Systems, 1996, 12(4): 5-33.
[32]	Xiang Z, Gretzel U. Role of social media in online travel information search. Tourism Management, 2010, 31(2): 179-188.
[33]	Kaplan A M, Haenlein M. Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 2010, 53(1): 59-68.
[34]	Klein B D. When do users detect information quality problems on the world wide web?Proceedings of the Americas Conference on Information Systems. Dallas, USA: SSRN, 2002: 1101-1103.
[35]	Knight S, Burn J. Developing a framework for assessing information quality on the world wide web. Informing Science, 2005, 8: 159-172.
[36]	Agarwal N, Yiliyasi Y. Information quality challenges in social media. ICIQ. Little Rock, Arkansas, IEEE, 2010. [2021-03-28] , https://www.researchgate.net/profile/Nitin-Agarwal-14/publication/260337476_Information_quality_challenges_in_social_media/links/5515961b0cf2d70ee270abfd/Information-quality-challenges-in-social-media.pdf.
[37]	Emamjome F, Rabaa'i A, Gable G, et al. Information quality in social media: A conceptual model.Proceedings of the 17th Pacific Asia Conference on Information Systems(PACIS). Jeju Island, Korea: Association for Information Systems, 2013: 1-12.
[38]	Pipino L L, Lee Y W, Wang R Y. Data quality assessment. Communications of the ACM, 2002, 45(4): 211-218.
[39]	Kahn B K, Strong D M, Wang R Y. Information quality benchmarks: Product and service performance.Communications of the ACM, 2002, 45(4): 184-192.
[40]	Zhang K Z, Zhao S J, Cheung C M, et al. Examining the influence of online reviews on consumers' decision-making: A heuristic-systematic model. Decision Support Systems, 2014, 67: 78-89.
[41]	Kim S E, Lee K Y, Shin S I, et al. Effects of tourism information quality in social media on destination image formation: The case of Sina Weibo. Information & Management, 2017, 54(6): 687-702.
[42]	Bhattacherjee A, Sanford C. Influence processes for information technology acceptance: An elaboration likelihood model. MIS Quarterly, 2006, 30(4): 805-825.
[43]	Chaiken S. Heuristic versus systematic information processing and the use of source versus message cues in persuasion. Journal of Personality and Social Psychology, 1980, 39(5): 752-766.
[44]	Fu J R, Lu I W, Chen J H F, et al. Investigating consumers'online social shopping intention: An information processing perspective. International Journal of Information Management, 2020, 54: 102189.
[45]	Baloglu S. A path analytic model of visitation intention involving information sources, socio-psychological motivations, and destination image. Journal of Travel & Tourism Marketing, 2000, 8(3): 81-90.
[46]	Stylos N, Vassiliadis C A, Bellou V, et al. Destination images, holistic images and personal normative beliefs: Predictors of intention to revisit a destination. Tourism Management, 2016, 53: 40-60.
[47]	Gartner W C. Image formation process. Journal of Travel & Tourism Marketing, 1994, 2(2-3): 191-216.
[48]	Baloglu S, McCleary K W. A model of destination image formation. Annals of Tourism Research, 1999, 26(4):868-897.
[49]	Lam T, Hsu C H. Predicting behavioral intention of choosing a travel destination. Tourism Management,2006, 27(4): 589-599.
[50]	Al-Qudah O. The effect of brands' social network content quality and interactivity on purchase intention: Evidence from Jordan. Management Science Letters, 2020, 10(13): 3135-3142.
[51]	Mehrabian A, Russell J A. An Approach to Environmental Psychology. Massachusetts, USA:The MIT Press, 1974.
[52]	Hu X, Huang Q, Zhong X, et al. The influence of peer characteristics and technical features of a social shopping website on a consumer's purchase intention.International Journal of Information Management, 2016, 36(6): 1218-1230.
[53]	De Lone W H, McLean E R. Information systems success: The quest for the dependent variable. Information Systems Research, 1992, 3(1): 60-95.
[54]	Carlson J, Rahman M, Voola R, et al. Customer engagement behaviours in social media: Capturing innovation opportunities. Journal of Services Marketing, 2018, 32(1): 83-94.
[55]	Nambisan S, Baron R A. Virtual customer environments: Testing a model of voluntary participation in value cocreation activities. Journal of Product Innovation Management,2009, 26(4): 388-406.
[56]	Stylidis D, Shani A, Belhassen Y. Testing an integrated destination image model across residents and tourists. Tourism Management, 2017, 58: 184-195.
[57]	Lv X, McCabe S. Expanding theory of tourists' destination loyalty: The role of sensory impressions. Tourism Management, 2020, 77: 104026.
[58]	Chen J S. Market segmentation by tourists' sentiments.Annuals of Tourism Research, 2003, 30(1): 178-193.
[59]	Pearson P H. Relationship between global and specified measures of novelty seeking. Journal of Consulting and Clinical Psychology, 1970, 34: 199-204.
[60]	Sussman S W, Siegal W S. Informational influence in organizations: An integrated approach to knowledge adoption. Information Systems Research, 2003, 14(1):47-65.
[61]	Agapito D, Oom do Valle P, da Costa Mendes J. The cognitive-affective-conative model of destination image: A confirmatory analysis. Journal of Travel & Tourism Marketing, 2013, 30(5): 471-481.
[62]	Klenosky D B. The “pull” of tourism destinations: A means-end investigation. Journal of Travel Research,2002, 40(4): 396e403.
[63]	Zhang S Y, Liu C Y, Xia L, Chang L H. Research onrural tourism consumer market and future prospects.Science Technology and Industry, 2021, 21 (3): 161-165.
[64]	Chin W W. Issues and opinion on structural equation modeling.MIS Quarterly, 1998, 22(1): 7-16.
[65]	Podsakoff P M, MacKenzie S B, Lee J Y,et al.Common method biases in behavioral research: A critical review of the literature and recommended remedies.Journal of Applied Psychology, 2003, 88(5): 879-903.
[66]	Harman H H. Modern Factor Analysis. Chicago, USA: University of Chicago press,1976.
[67]	Fornell C, Larcker D F. Evaluating structural equation models with unobservable variables and measurement error: Algebra andstatistics. Journal of Marketing Research,1981, 18(1): 39-50.
[68]	MacKenzie S B, Podsakoff P M, Podsakoff N P. Construct measurement and validation procedures in MIS and behavioral research: Integrating new and existing techniques. MIS Quarterly, 2011, 35(2): 293-334.
[69]	Hair J F, Risher J J, Sarstedt M, et al. When to use and how to report the results of PLS-SEM. European Business Review, 2019, 31(1): 2-24.
[70]	Henseler J, Hubona G, Ray P A. Using PLS path modelingin new technology research: Updated guidelines.Industrial Management & Data Systems, 2016, 116(1): 2-20.
[71]	Chin W W, Marcolin B L, Newsted P R. A partial least squares latent variable modeling approach for measuring interaction effects: Results from a Monte Carlo simulation study and an electronic-mail emotion/adoption study.Information Systems Research, 2003, 14(2): 189-217.
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Effects of rural tourism information quality in social media on tourists' travel intention

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