Exploring the impact of social media on tourist behavior in rural mountain tourism during the COVID-19 pandemic: The role of perceived risk and community participation

Purpose: This research article aims to assess the behavior of tourists in sustainable rural mountain tourism during the COVID-19 pandemic, focusing on the role of social media usage. It investigates the key social media features that influence tourist behavior and introduces the concept of perceived risk as a novel variable within the Technology Acceptance Model (TAM) to deepen our understanding of the relationship between social media use and tourist behavior. Design/methodology/approach: The study conducts an extensive literature review and utilizes survey analysis. Three parameters-perception of risk, perception of value, and trust in social media-are employed to measure the impact of influential social media features. Statistical tests are applied to validate the new variable of perceived risk within the TAM. Findings: The study unveils that tourists' perception of risk associated with social media has the most significant influence on their behavior in rural mountain tourism during the pandemic. Additionally, it identifies that active engagement of tourists in online discussions positively affects both tourist behavior and social media usage, emphasizing the importance of community participation. Research limitations/implications: The research acknowledges limitations, including the need for further validation of the perceived risk variable and the consideration of contextual influences. Future studies should explore additional variables and encompass diverse tourist populations to expand the understanding of social media usage and tourist behavior in rural mountain regions. Contribution of research: This research significantly advances the understanding of tourist behavior in sustainable rural mountain tourism during the COVID-19 pandemic by introducing the novel variable of "perceived risk" within the Technology Acceptance Model. The study identifies influential social media features and underscores the positive effects of participatory habits, providing valuable insights for promoting sustainable tourism through targeted social media interventions. Practical implications: This research holds significant practical implications for practitioners and policymakers seeking to promote sustainable tourism in rural mountain regions, particularly during the COVID-19 pandemic. The identification of influential social media features and the emphasis on participatory habits among tourists offer actionable insights. Practitioners can leverage these findings to design targeted social media interventions that foster community engagement and enhance tourists' perception of value while mitigating perceived risks. Policymakers can use this information to shape strategies that encourage interactive online platforms, creating a sense of community participation to boost sustainable tourism.