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Exploration or Exploitation of a Neighborhood Destination: The Role of Social Media Content on the Perceived Value and Trust and Revisit Intention among World Cup Football Fans

Author

Listed:
  • Emad Ahmed Helal

    (Social Studies Department, College of Arts, King Faisal University, Al-Ahsa 400, Saudi Arabia)

  • Thowayeb H. Hassan

    (Social Studies Department, College of Arts, King Faisal University, Al-Ahsa 400, Saudi Arabia
    Tourism Studies Department, Faculty of Tourism and Hotel Management, Helwan University, Cairo 12612, Egypt)

  • Mostafa A. Abdelmoaty

    (StatisMed for Statistical Analysis Services, Giza 12573, Egypt)

  • Amany E. Salem

    (Social Studies Department, College of Arts, King Faisal University, Al-Ahsa 400, Saudi Arabia
    Tourism Studies Department, Faculty of Tourism and Hotel Management, Helwan University, Cairo 12612, Egypt)

  • Mahmoud I. Saleh

    (Tourism Studies Department, Faculty of Tourism and Hotel Management, Helwan University, Cairo 12612, Egypt
    Marketing Department, Graduate School of Management, Saint Petersburg State University, 199004 Saint Petersburg, Russia)

  • Mohamed Y. Helal

    (General Management Department, Institute of Management, Economics, and Finance, Kazan Federal University, 42008 Kazan, Russia
    Hotel Management Department, Faculty of Tourism and Hotel Management, Helwan University, Cairo 12612, Egypt)

  • Magdy Sayed Abuelnasr

    (Social Studies Department, College of Arts, King Faisal University, Al-Ahsa 400, Saudi Arabia)

  • Yasser Ahmed Mohamoud

    (Social Studies Department, College of Arts, King Faisal University, Al-Ahsa 400, Saudi Arabia)

  • Ahmed H. Abdou

    (Social Studies Department, College of Arts, King Faisal University, Al-Ahsa 400, Saudi Arabia
    Hotel Studies Department, Faculty of Tourism and Hotels, Mansoura University, Mansoura 35516, Egypt)

  • Salaheldeen H. Radwan

    (Tourism Studies Department, Faculty of Tourism and Hotel Management, Helwan University, Cairo 12612, Egypt)

  • Paul Szabo-Alexi

    (Department Physical Education and Physical Therapy, Faculty of Geography, University of Oradea, Tourism and Sport, 1st University Street, 410087 Oradea, Romania)

Abstract

Over the last decade, social media (SM) has dramatically influenced the tourism sector, and information exchange via SM platforms may affect tourists’ intentions to revisit a tourist destination. In the present study, we investigated the impact of content shared on SM on tourists’ intentions to revisit Saudi Arabia as a neighboring destination to Qatar during the period of a mega-event (Football World Cup). We also assessed the potential mediation effects of the perceived values and trust in local tourism services on such a relationship. A structured survey was distributed to football fans who came to visit Saudi Arabia (n = 300), and a partial least squares structural equation model was constructed to validate this study’s model. Results showed that SM content did not significantly impact the revisit intentions directly. SM content was a significant antecedent predictor of the perceived trust, and the perceived trust predicted future intentions to revisit Saudi Arabia. Therefore, the perceived trust in tourism services was a significant mediator of tourism SM’s effects on tourists’ intentions. However, the mediation path of the perceived value was not statistically significant. Tourism marketers had to ensure that they appropriately convey engaging content that focuses on supporting the trust in a destination, particularly during the periods of mega-events.

Suggested Citation

  • Emad Ahmed Helal & Thowayeb H. Hassan & Mostafa A. Abdelmoaty & Amany E. Salem & Mahmoud I. Saleh & Mohamed Y. Helal & Magdy Sayed Abuelnasr & Yasser Ahmed Mohamoud & Ahmed H. Abdou & Salaheldeen H. R, 2023. "Exploration or Exploitation of a Neighborhood Destination: The Role of Social Media Content on the Perceived Value and Trust and Revisit Intention among World Cup Football Fans," JRFM, MDPI, vol. 16(3), pages 1-16, March.
    • Handle: RePEc:gam:jjrfmx:v:16:y:2023:i:3:p:210-:d:1104508
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    References listed on IDEAS

    as
    1. 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.
    2. Jan-Michael Becker & Christian Ringle & Marko Sarstedt & Franziska Völckner, 2015. "How collinearity affects mixture regression results," Marketing Letters, Springer, vol. 26(4), pages 643-659, December.
    3. Cao, Dongmei & Meadows, Maureen & Wong, Donna & Xia, Senmao, 2021. "Understanding consumers’ social media engagement behaviour: An examination of the moderation effect of social media context," Journal of Business Research, Elsevier, vol. 122(C), pages 835-846.
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    Cited by:

    1. Mohamed A. Alshreef & Thowayeb H. Hassan & Mohamed Y. Helal & Mahmoud I. Saleh & Palei Tatiana & Wael M. Alrefae & Nabila N. Elshawarbi & Hassan N. Al-Saify & Amany E. Salem & Mohamed A. S. Elsayed, 2023. "Analyzing the Influence of eWOM on Customer Perception of Value and Brand Love in Hospitality Enterprise," Sustainability, MDPI, vol. 15(9), pages 1-18, April.

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