GV345 : The effect of involvement in adventure tourism on word-of-mouth advertising with the moderating role of perceived risk
Thesis > Central Library of Shahrood University > Physical Education > MSc > 2024
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Abstarct: This study aimed to explain the moderating role of perceived risk in the relationship between participation in adventure tourism and word-of-mouth advertising by tourists. The research is applied and descxriptive-analytical. The statistical population of the study consisted of all paraglider athletes who visited the Behmard Borazjan of Bushehr province to practice this sport in 2024, from which 280 people were selected as a sample through convenience sampling. The data collection tool was the questionnaire on participation in adventure tourism, perceived risk, and word-of-mouth advertising used in the study by Soundararajan, Singh & Gera (2023). Construct validity was used to examine validity and the internal consistency method of items was used to examine the reliability of the measurement instrument. PLS software was used for path analysis, modeling, and examining the relationships between the model constructs. baxsed on the research findings, participation in adventure tourism had a positive and significant effect on tourists' word-of-mouth advertising (β=0.622). In addition, tourists' perceived risk did not moderate the effect of participation in adventure tourism on tourists' word-of-mouth advertising (β=-0.012). There is general consensus that high perceived risk reduces destination attractiveness and word-of-mouth advertising for tourists. However, the findings of this study showed that different perceptions of the causes of hazards or risk of tourism destinations can have different effects on leisure activity.
Keywords:
#Adventure tourism #perceived risk #word-of-mouth advertising #paragliding Keeping place: Central Library of Shahrood University
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