IDEAS home Printed from https://ideas.repec.org/a/spr/futbus/v9y2023i1d10.1186_s43093-023-00249-6.html
   My bibliography  Save this article

The impact of social media branding and technology adoption on green tourism: the role of tourist behavior as a mediator in developing countries post-COVID-19—context of Zimbabwe

Author

Listed:
  • Option Takunda Chiwaridzo

    (University of Science and Technology)

  • Reason Masengu

    (Department of Business Management at Middle East College)

Abstract

Green tourism, social media branding and technology adoption have recently become the most powerful elements in the tourism world during and post-COVID19 pandemic. This paper aims to investigate the effects of social media branding and technology adoption on green tourism with tourists’ behavior as a mediator post-COVID 19 in developing countries such as Zimbabwe. The positivism philosophy was adopted in line with the quantitative nature of the study. The research embraced an explanatory survey research design, and a structured questionnaire was used to gather primary data. The survey’s population was drawn from tourists who visited Zimbabwe post-COVID 19 era. This research used (PLS-SEM) on a sample of 408 as guided by the Krejcie and Morgan table for determining sample size. The findings indicate that social media branding and technology adoption have a positive impact on green tourism and that tourists’ behavior partially and fully mediates the two indirect relationships. The distinctiveness of the current papers lies on fact that it can be a guideline to policymakers, green tourism supply chain and environmentalists in developing strategies that promote green tourism in Zimbabwe and other developing countries.

Suggested Citation

  • Option Takunda Chiwaridzo & Reason Masengu, 2023. "The impact of social media branding and technology adoption on green tourism: the role of tourist behavior as a mediator in developing countries post-COVID-19—context of Zimbabwe," Future Business Journal, Springer, vol. 9(1), pages 1-14, December.
    • Handle: RePEc:spr:futbus:v:9:y:2023:i:1:d:10.1186_s43093-023-00249-6
    DOI: 10.1186/s43093-023-00249-6
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1186/s43093-023-00249-6
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1186/s43093-023-00249-6?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Bartosz Bursa & Markus Mailer & Kay W. Axhausen, 2022. "Intra-destination travel behavior of alpine tourists: a literature review on choice determinants and the survey work," Transportation, Springer, vol. 49(5), pages 1465-1516, October.
    2. Ben Haobin Ye & Huiyue Ye & Rob Law, 2020. "Systematic Review of Smart Tourism Research," Sustainability, MDPI, vol. 12(8), pages 1-15, April.
    3. Ana Reyes-Menendez & José Ramón Saura & Cesar Alvarez-Alonso, 2018. "Understanding #WorldEnvironmentDay User Opinions in Twitter: A Topic-Based Sentiment Analysis Approach," IJERPH, MDPI, vol. 15(11), pages 1-18, November.
    4. Sheth, Jagdish, 2020. "Impact of Covid-19 on consumer behavior: Will the old habits return or die?," Journal of Business Research, Elsevier, vol. 117(C), pages 280-283.
    5. Mohd Azhar & Ruksar Ali & Sheeba Hamid & Mohd Junaid Akhtar & Mohd Nayyer Rahman, 2022. "Demystifying the effect of social media eWOM on revisit intention post-COVID-19: an extension of theory of planned behavior," Future Business Journal, Springer, vol. 8(1), pages 1-16, December.
    6. Aleksandra Łapko & Ewa Hącia & Roma Strulak-Wójcikiewicz & Kevser Çınar & Enrico Panai & Lovorko Lučić, 2021. "Eco-Friendly Tourism Decision Making during COVID-19—Sailing Tourism Example," Sustainability, MDPI, vol. 14(1), pages 1-15, December.
    7. Nisar, Tahir M. & Prabhakar, Guru & Strakova, Lubica, 2019. "Social media information benefits, knowledge management and smart organizations," Journal of Business Research, Elsevier, vol. 94(C), pages 264-272.
    8. Osatuyi, Babajide & Qin, Hong, 2018. "How vital is the role of affect on post-adoption behaviors? An examination of social commerce users," International Journal of Information Management, Elsevier, vol. 40(C), pages 175-185.
    9. Reis, Logan & Mercer, Kathryn & Boger, Jennifer, 2021. "Technologies for fostering intergenerational connectivity and relationships: Scoping review and emergent concepts," Technology in Society, Elsevier, vol. 64(C).
    10. Rebeka-Anna Pop & Zsuzsa Săplăcan & Dan-Cristian Dabija & Mónika-Anetta Alt, 2022. "The impact of social media influencers on travel decisions: the role of trust in consumer decision journey," Current Issues in Tourism, Taylor & Francis Journals, vol. 25(5), pages 823-843, March.
    11. Yeajin Joo & Hwayoon Seok & Yoonjae Nam, 2020. "The Moderating Effect of Social Media Use on Sustainable Rural Tourism: A Theory of Planned Behavior Model," Sustainability, MDPI, vol. 12(10), pages 1-14, May.
    12. Ali Bavik & Chen-Feng Kuo, 2022. "A systematic review of creativity in tourism and hospitality," The Service Industries Journal, Taylor & Francis Journals, vol. 42(5-6), pages 321-359, April.
    13. Xiaoshan He & Jian Ming Luo, 2020. "Relationship among Travel Motivation, Satisfaction and Revisit Intention of Skiers: A Case Study on the Tourists of Urumqi Silk Road Ski Resort," Administrative Sciences, MDPI, vol. 10(3), pages 1-13, August.
    14. Beata Hysa & Aneta Karasek & Iwona Zdonek, 2021. "Social Media Usage by Different Generations as a Tool for Sustainable Tourism Marketing in Society 5.0 Idea," Sustainability, MDPI, vol. 13(3), pages 1-27, January.
    15. Tommy Tsan-Yuk Lam & Na Jia & Ya-Wei Zhang & Marcus Ho-Hin Shum & Jia-Fu Jiang & Hua-Chen Zhu & Yi-Gang Tong & Yong-Xia Shi & Xue-Bing Ni & Yun-Shi Liao & Wen-Juan Li & Bao-Gui Jiang & Wei Wei & Ting-, 2020. "Identifying SARS-CoV-2-related coronaviruses in Malayan pangolins," Nature, Nature, vol. 583(7815), pages 282-285, July.
    16. Seung-hye Jung & Joon-ho Kim & Ha-na Cho & Hae-won Lee & Hyun-ju Choi, 2021. "Brand Personality of Korean Dance and Sustainable Behavioral Intention of Global Consumers in Four Countries: Focusing on the Technological Acceptance Model," Sustainability, MDPI, vol. 13(20), pages 1-19, October.
    17. Mariana Marques Lima & Emerson Wagner Mainardes & Ricardo Gouveia Rodrigues, 2020. "Tourist expectations and perception of service providers: a Brazilian perspective," Service Business, Springer;Pan-Pacific Business Association, vol. 14(1), pages 131-166, March.
    18. Christina Katsikari & Leonidas Hatzithomas & Thomas Fotiadis & Dimitrios Folinas, 2020. "Push and Pull Travel Motivation: Segmentation of the Greek Market for Social Media Marketing in Tourism," Sustainability, MDPI, vol. 12(11), pages 1-18, June.
    19. Forbes Kabote & Patrick Walter Mamimine & Zororo Muranda, 2017. "Domestic Tourism For Sustainable Development In Developing Countries: A Conceptual Paper," Revista de turism - studii si cercetari in turism / Journal of tourism - studies and research in tourism, "Stefan cel Mare" University of Suceava, Romania, Faculty of Economics and Public Administration - Economy, Business Administration and Tourism Department., vol. 23(23), pages 1-3, June.
    20. Dmitry Ivanov, 2022. "Viable supply chain model: integrating agility, resilience and sustainability perspectives—lessons from and thinking beyond the COVID-19 pandemic," Annals of Operations Research, Springer, vol. 319(1), pages 1411-1431, December.
    21. Shiwei Shen & Marios Sotiriadis & Qing Zhou, 2020. "Could Smart Tourists Be Sustainable and Responsible as Well? The Contribution of Social Networking Sites to Improving Their Sustainable and Responsible Behavior," Sustainability, MDPI, vol. 12(4), pages 1-21, February.
    22. Sigala, Marianna, 2020. "Tourism and COVID-19: Impacts and implications for advancing and resetting industry and research," Journal of Business Research, Elsevier, vol. 117(C), pages 312-321.
    23. Jianwei Qian & Huawen Shen & Rob Law, 2018. "Research in Sustainable Tourism: A Longitudinal Study of Articles between 2008 and 2017," Sustainability, MDPI, vol. 10(3), pages 1-13, February.
    24. Gil Appel & Lauren Grewal & Rhonda Hadi & Andrew T. Stephen, 2020. "The future of social media in marketing," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 79-95, January.
    25. Mateusz Naramski, 2020. "The Application of ICT and Smart Technologies in Polish Museums—Towards Smart Tourism," Sustainability, MDPI, vol. 12(21), pages 1-27, November.
    26. Muhammad Saeed Ashraf & Fujun Hou & Woo Gon Kim & Wasim Ahmad & Rana Umair Ashraf, 2020. "Modeling tourists' visiting intentions toward ecofriendly destinations: Implications for sustainable tourism operators," Business Strategy and the Environment, Wiley Blackwell, vol. 29(1), pages 54-71, January.
    27. Mohammad Tipu Sultan & Farzana Sharmin & Alina Badulescu & Darie Gavrilut & Ke Xue, 2021. "Social Media-Based Content towards Image Formation: A New Approach to the Selection of Sustainable Destinations," Sustainability, MDPI, vol. 13(8), pages 1-22, April.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Gege Zhang & Xiaoyuan Chen & Rob Law & Mu Zhang, 2020. "Sustainability of Heritage Tourism: A Structural Perspective from Cultural Identity and Consumption Intention," Sustainability, MDPI, vol. 12(21), pages 1-17, November.
    2. Tiberiu Foris & Alina Simona Tecău & Camelia-Cristina Dragomir & Diana Foris, 2022. "The Start-Up Manager in Times of Crisis: Challenges and Solutions for Increasing the Resilience of Companies and Sustainable Reconstruction," Sustainability, MDPI, vol. 14(15), pages 1-20, July.
    3. Teresa Borges-Tiago & Sandra Silva & Sónia Avelar & João Pedro Couto & Luíz Mendes-Filho & Flávio Tiago, 2021. "Tourism and COVID-19: The Show Must Go On," Sustainability, MDPI, vol. 13(22), pages 1-19, November.
    4. Ali Zackery & Joseph Amankwah-Amoah & Zahra Heidari Darani & Shiva Ghasemi, 2022. "COVID-19 Research in Business and Management: A Review and Future Research Agenda," Sustainability, MDPI, vol. 14(16), pages 1-32, August.
    5. Junjie Gao & Younghwan Pan, 2022. "Evaluating Influencing Factors of Tourists’ Experiences with Smart Tour Guide System: A Mixed Method Research," Sustainability, MDPI, vol. 14(23), pages 1-19, December.
    6. Agnieszka Izabela Baruk & Mateusz Grzesiak, 2020. "Cooperation between Final Purchasers and Offerors in the Online and Offline Environments vs. the Benefits Derived by Active Purchasers," Sustainability, MDPI, vol. 12(24), pages 1-23, December.
    7. Huseyin Arasli & Maryam Abdullahi & Tugrul Gunay, 2021. "Social Media as a Destination Marketing Tool for a Sustainable Heritage Festival in Nigeria: A Moderated Mediation Study," Sustainability, MDPI, vol. 13(11), pages 1-27, May.
    8. Mihai F. Băcilă & Raluca Ciornea & Luiza M. Souca & Alexandra M. Drule, 2022. "Content Analysis on Sustainability Dimensions in DMOs’ Social Media Videos Advertising the World’s Most Visited Cities," Sustainability, MDPI, vol. 14(19), pages 1-25, September.
    9. Barbara Mazza, 2023. "A Theoretical Model of Strategic Communication for the Sustainable Development of Sport Tourism," Sustainability, MDPI, vol. 15(9), pages 1-19, April.
    10. Kim, Jungkeun, 2020. "Impact of the perceived threat of COVID-19 on variety-seeking," Australasian marketing journal, Elsevier, vol. 28(3), pages 108-116.
    11. Alexandros Apostolakis & Shabbar Jaffry & Markos Kourgiantakis, 2020. "Examination of Individual Preferences for Green Hotels in Crete," Sustainability, MDPI, vol. 12(20), pages 1-17, October.
    12. Bermes, Alena, 2021. "Information overload and fake news sharing: A transactional stress perspective exploring the mitigating role of consumers’ resilience during COVID-19," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    13. Sotirios Varelas, 2022. "Virtual Immersive Platforms as a Strategic Innovative Destination Marketing Tool in the COVID-19 Era," Sustainability, MDPI, vol. 14(19), pages 1-15, October.
    14. Elena Bonel & Mauro Capestro & Eleonora Di Maria, 2023. "How COVID-19 impacted cultural consumption: an explorative analysis of Gen Z’s digital museum experiences," Italian Journal of Marketing, Springer, vol. 2023(2), pages 135-160, June.
    15. Cathrine Linnes & Jerome Agrusa & Giulio Ronzoni & Joseph Lema, 2022. "What Tourists Want, a Sustainable Paradise," Tourism and Hospitality, MDPI, vol. 3(1), pages 1-20, February.
    16. Sharma, Manu & Kaushal, Deepak & Joshi, Sudhanshu, 2023. "Adverse effect of social media on generation Z user's behavior: Government information support as a moderating variable," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    17. Mohd Azhar & Sehar Nafees & Sujood & Sheeba Hamid, 2023. "Understanding post-pandemic travel intention toward rural destinations by expanding the theory of planned behavior (TPB)," Future Business Journal, Springer, vol. 9(1), pages 1-17, December.
    18. Carracedo, Patricia & Puertas, Rosa & Marti, Luisa, 2021. "Research lines on the impact of the COVID-19 pandemic on business. A text mining analysis," Journal of Business Research, Elsevier, vol. 132(C), pages 586-593.
    19. Anastasios-Ioannis Theocharidis & Maria Argyropoulou & George Karavasilis & Vasiliki Vrana & Evangelos Kehris, 2020. "An Approach towards Investigating Factors Affecting Intention to Book a Hotel Room through Social Media," Sustainability, MDPI, vol. 12(21), pages 1-20, October.
    20. Viktória Ali Taha & Tonino Pencarelli & Veronika Škerháková & Richard Fedorko & Martina Košíková, 2021. "The Use of Social Media and Its Impact on Shopping Behavior of Slovak and Italian Consumers during COVID-19 Pandemic," Sustainability, MDPI, vol. 13(4), pages 1-19, February.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:futbus:v:9:y:2023:i:1:d:10.1186_s43093-023-00249-6. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.