How do destination Facebook pages work? An extended TPB model of fans' visit intention

Purpose The purpose of this paper is to propose and test an extended theory of planned behavior model (TPB) to explain how following destination Facebook pages impacts travelers' visit intention. Design/methodology/approach The study asked 252 participants to follow a destination's Facebook page for three months before they completed the survey. An integrative model combining theory of planned behavior, social influence theory and attitude toward the ad was proposed. Partial least squares structural equation model (PLS-SEM) was used in testing the proposed model. Findings The findings indicated that the three social influences (compliance, identification and internalization) all significantly impacted visit intention both directly and mediated by subjective norm. Facebook page experience also significantly influenced visit intention mediated by perceived behavioral control. However, both attitude toward the destination and attitude toward messages were not significantly associated with visit intention. Practical implications The findings of this study revealed important practical implications for destination marketing organizations (DMOs) to leverage Facebook marketing. Specifically, DMOs should pay extra attention to the social influence of Facebook pages, especially identification, and also use Facebook pages to reduce perceived behavioral control of potential visitors. Originality/value This study was one of the first attempts to explore the factors influencing visit intention of destination Facebook fans based on an extended TPB model. The study also contributed to the literature of using PLS-SEM in predicting behavioral intention through a reflective-formative higher-order model. ???? ????????????????????, ?????????Facebook??????????? ????/??/?? 252???????, ??????????????Facebook???, ?????????????????????????????????????, ?????????????????????????(PLS-SEM)?????????? ???? ????????(????????)????????????????Facebook?????????, ??????????????, ????????, ???????????????????????? ?????? ???????????????(DMOs)????Facebook???????????????, DMOs??????Facebook???????, ????, ????Facebook??????????????? ?????/?? ????????TPB?????, ?????Facebook????????????????????PLS-SEM???????-???????????????????????? ??? ???????, ????Facebook, ???????, ???????, ????? ???? ????