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How TAM, TPB, and Trust Shape Behavior Intentions in the Tourism Sector

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Research reveals social media's effect on behavior intentions in tourism, highlighting TAM and TPB's role.

Social media significantly influences behavior intentions in the tourism sector, especially among Indian consumers.
All tested hypotheses confirmed, indicating that combining TAM, TPB, and trust enhances understanding of consumer behavior.
Data collection used convenience sampling via online questionnaires shared on social networks from October to November 2023.
Framework demonstrates the interplay of social media, travel choices, and consumer perceptions in India's tourism industry.

Khan et al. (2025) studied this question.

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