The Impact of Social Media Sharing on Perceived Risk and Revisit Intention to Adventure Sports Tourism Destinations

Articles in Press

Document Type : Original Article

Authors

1 گروه تربیت بدنی، دانشکده تربیت بدنی، دانشگاه صنعتی شاهرود، شاهرود، ایران

2 sport management department, physical education faculty, shahrood university of technology, Shahrood, Iran

Abstract

Abstract

Modern technologies have transformed social networks from a simple communication tool into a dynamic platform for interaction, experience sharing, and shaping people's daily decisions. Given the risky nature of adventure sports tourism, it is of particular importance for tourism managers and planners to identify factors that reduce perceived risk and increase the willingness to visit these destinations. This study aims to investigate the impact of social media sharing on revisit intentions toward adventure sports tourism destinations, specifically focusing on the mediating role of perceived risk. This cross-sectional study was conducted among adventure sports tourists in the Dopolan region of Chaharmahal and Bakhtiari Province. The research sample consisted of 300 individuals selected through a convenience sampling method. Standard questionnaires were used to measure the research constructs. The data were analyzed using structural equation modeling (SEM) and the partial least squares (PLS) approach. The findings showed that perceived risk has a negative and significant effect on tourists' reivisit intention. Furthermore, The significance of participatory and non-participatory social media sharing exerts a positive and significant impact on adventure tourists' revisit intentions, both directly and through the mediation of perceived risk. Thus, emphasizing positive experiences shared on social media by other tourists (non-participatory) or by tourism destinations (participatory) can influence tourists' behavioral intentions by mitigating their perception of risk.

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New Marketing Research Journal

Articles in Press, Accepted Manuscript
Available Online from 19 July 2026

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History

  • Receive Date: 13 November 2025
  • Revise Date: 30 June 2026
  • Accept Date: 19 July 2026

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