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This study aimed to examine the impact of information publicity on the intention of tourists to visit rural destinations in developing countries. Based on the theory of planned behavior (TPB), we examined the indirect effect of information publicity on intention to visit via subjective norms and further investigated the moderating effect of social media disposition and social media use. The study used data from a time-lagged design with three waves which supported the hypothesized model. Thedoi:10.3389/fpsyg.2021.782461 pmid:34887820 pmcid:PMC8650607 fatcat:7q42gixdtbb4rgyeqowqfecrx4