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What Factors Influence the Sustainable Tour Process in Social Media Usage? Examining a Rural Mountain Region in Pakistan

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  • Talib Hussain

    (School of Media and Communication, Shanghai Jiao Tong University, Shanghai 200240, China)

  • Benqian Li

    (School of Media and Communication, Shanghai Jiao Tong University, Shanghai 200240, China)

  • Dake Wang

    (School of Media and Communication, Shanghai Jiao Tong University, Shanghai 200240, China)

Abstract

This research demonstrated a significant method for measuring tourist behavior in terms of social media use for rural mountain region tourism. This study proposed a quantitative method for establishing tourists’ main activities during the travel process when using social media. This study is potentially unique in its application of a predominantly mathematical analysis to measure tourist intentions, which until now have been evaluated mainly on the basis of qualitative analyses. It is now possible to quantitatively measure the activities and ambitions of tourists in rural mountain region tourism. The data was collected from different respondents in the area of Gilgit-Baltistan (GB), Pakistan. The researchers visited different areas in GB and interviewed the tourists who use social media for tourism. The results of study showed that the majority of tourists are more interested in using social media at the planning stage. Thus, this study contributes to the literature in the sense that it provides a mathematical and statistical model to measure tourist intentions in sustainable rural mountain region tourism.

Suggested Citation

  • Talib Hussain & Benqian Li & Dake Wang, 2018. "What Factors Influence the Sustainable Tour Process in Social Media Usage? Examining a Rural Mountain Region in Pakistan," Sustainability, MDPI, vol. 10(7), pages 1-16, June.
    • Handle: RePEc:gam:jsusta:v:10:y:2018:i:7:p:2220-:d:155037
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    Cited by:

    1. Zsuzsanna Marton & Ildikó Ernszt, 2020. "Omnipresent Social Media: Is Travelling Imaginable without Smart Devices?," Managing Global Transitions, University of Primorska, Faculty of Management Koper, vol. 18(4 (Winter), pages 301-321.
    2. Athapol Ruangkanjanases & Shu-Ling Hsu & Yenchun Jim Wu & Shih-Chih Chen & Jo-Yu Chang, 2020. "What Drives Continuance Intention towards Social Media? Social Influence and Identity Perspectives," Sustainability, MDPI, vol. 12(17), pages 1-15, August.
    3. Sajjad Ali & Dake Wang & Talib Hussain & Benqian Li, 2023. "The Impact of Virtual Society on Social Capital Formation: A Comparative Analysis of Facebook and WhatsApp," SAGE Open, , vol. 13(4), pages 21582440231, November.
    4. us Saqib Najum & Yaqub Asim & Amin Gomal & Faridullah & Ahmad Didar & Khan Imran & Ajab Huma & Zeb Iftikhar, 2019. "The impact of tourism on local communities and their environment in Gilgit Baltistan, Pakistan: a local community perspective," Environmental & Socio-economic Studies, Sciendo, vol. 7(3), pages 24-37, September.
    5. Taegoo Terry Kim & Osman M. Karatepe & Gyehee Lee & Hande Demiral, 2018. "Do Gender and Prior Experience Moderate the Factors Influencing Attitude toward Using Social Media for Festival Attendance?," Sustainability, MDPI, vol. 10(10), pages 1-19, September.

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