Using social media marketing to pro-tourism behaviours: the mediating role of destination attractiveness and attitude towards the positive impacts of tourism

Future Business Journal

Table 5 Summary of hypotheses testing results (mediating effect)

Hypotheses	Direct effect	Bootstrap		Indirect effect	Bootstrap		Hypothesis result
Hypotheses	Direct effect	LLCI	LLCI	Indirect effect	LLCI	ULCI	Hypothesis result
H6(a) SMM activities → Destination attractiveness → Pro-tourism behaviours	0.296^⁎⁎	0.164	0.427	− 0.061^†	− 0.215	0.073	No mediation
H6(b) SMM activities → Attitude to the positive impacts of tourism → Pro-tourism behaviours	0.296^⁎⁎	0.164	0.427	0.028^†	− 0.006	0.095	No mediation
H6(c) SMM activities → Destination attractiveness → Attitude to the positive impacts of tourism → Pro-tourism behaviours	0.296^⁎⁎	0.164	0.427	0.42^⁎⁎	0.006	0.085	Partial mediation