The role of relationship closeness in coupled tourists’ recommendation intentions
Keywords:
Couple Tourists, Theory of Planned Behavior, Relationship Closeness, Inclusion of Other in SelfAbstract
Couple tourism represents a significant share in the global leisure market. This study investigates factors influencing recommendation intentions of coupled tourists visiting small-scale resorts in a remote destination, with an emphasis on the role of couples’ relationship closeness. Drawing on the theory of planned behavior (TPB) and the principle of “Inclusion of Other in the Self” (OIS), we proposed a model where attitude, external social influence, perceived behavioral control predict recommendation intention, with relationship closeness moderating these relationships. Data from 284 coupled tourists were collected onsite and analyzed using PLS-SEM. Results suggest that external social influence and perceived behavioral control positively predict recommendation intention, and relationship closeness negatively moderates the relationship between external social influence and recommendation intention. These findings highlight the interconnected nature of couple travel experiences and the significant role of relationship closeness in shaping recommendation intentions. Theoretical and practical implications for tourism research and service practitioners are discussed.
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