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This research demonstrated a significant method for measuring tourist behavior in terms of social media use for rural mountain region tourism. This study proposed a quantitative method for establishing tourists’ main activities during the travel process when using social media. This study is potentially unique in its application of a predominantly mathematical analysis to measure tourist intentions, which until now have been evaluated mainly on the basis of qualitative analyses. It is now possible to quantitatively measure the activities and ambitions of tourists in rural mountain region tourism. The data was collected from different respondents in the area of Gilgit-Baltistan (GB), Pakistan. The researchers visited different areas in GB and interviewed the tourists who use social media for tourism. The results of study showed that the majority of tourists are more interested in using social media at the planning stage. Thus, this study contributes to the literature in the sense that it provides a mathematical and statistical model to measure tourist intentions in sustainable rural mountain region tourism.

What Factors Influence the Sustainable Tour Process in Social Media Usage? Examining a Rural Mountain Region in Pakistan