khazzartech الاقتصاد الصناعي
Volume 14, Numéro 1, Pages 84-112
2024-06-30
The Effect Of Destination Attractiveness On The Intention To Visit Rural Tourist Destinations Mediated By Electronic Word Of Mouth
Authors : Hassani Abdelakrim .
Abstract
This study investigates the effect of destination attractiveness on the intention to visit rural tourist destinations, with a focus on the mediating role of electronic word of mouth. The research was conducted on a sample of 314 tourists in rural areas, utilizing structural equation modeling and path analysis to test the study's hypotheses. The findings revealed a significant direct effect of destination attractiveness on the intention to visit rural tourist destinations, as well as a significant direct effect of destination attractiveness on electronic word of mouth. Additionally, the study identified a significant direct effect of electronic word of mouth on the intention to visit rural tourist destinations. The study concluded that electronic word of mouth serves as a mediating variable, partially mediating the relationship between destination attractiveness and the intention to visit rural tourist destinations.
Keywords
Destination attractiveness ; Intention to visit ; Electronic word of mouth ; Rural Tourism
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