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INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT International Peer Reviewed & Refereed Journals, Open Access Journal ISSN Approved Journal No: 2456-4184 | Impact factor: 8.76 | ESTD Year: 2016 Scholarly open access journals, Peer-reviewed, and Refereed Journals, Impact factor 8.76 (Calculate by google scholar and Semantic Scholar | AI-Powered Research Tool) , Multidisciplinary, Monthly, Indexing in all major database & Metadata, Citation Generator, Digital Object Identifier(DOI) |
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| Paper Title: | Examining the Function of Travel Leadership and Determining the Key Drivers of Tourists' Intention to Forward Infectious Messages |
| Authors Name: | Shamshana V C , Dr. Sravana K |
| Download E-Certificate: | Download |
| Author Reg. ID: |
IJNRD_199283
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| Published Paper Id: | IJNRD2306289 |
| Published In: | Volume 8 Issue 6, June-2023 |
| DOI: | http://doi.one/10.1729/Journal.34774 |
| Abstract: | 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. |
| Keywords: | Behavioural intention, travel leadership, tourists’ intention, infectious messages |
| Cite Article: | "Examining the Function of Travel Leadership and Determining the Key Drivers of Tourists' Intention to Forward Infectious Messages", International Journal of Novel Research and Development (www.ijnrd.org), ISSN:2456-4184, Vol.8, Issue 6, page no.c776-c782, June-2023, Available :http://www.ijnrd.org/papers/IJNRD2306289.pdf |
| Downloads: | 000118751 |
| 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 |
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Published Paper ID:IJNRD2306289 Registration ID: 199283 Published In: Volume 8 Issue 6, June-2023 DOI (Digital Object Identifier): http://doi.one/10.1729/Journal.34774 Page No: c776-c782 Country: VATAKARA, KOZHIKODE, KERALA, India Research Area: Commerce Publisher : IJ Publication Published Paper URL : https://www.ijnrd.org/viewpaperforall?paper=IJNRD2306289 Published Paper PDF: https://www.ijnrd.org/papers/IJNRD2306289 |
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ISSN: 2456-4184
Impact Factor: 8.76 and ISSN APPROVED
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