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Driving destination brand engagement: The role of traveler participation
Date Issued
2023
Publisher
Wiley
ISSN
1099-2340
1522-1970
Citation
International Journal of Tourism Research, 2023, vol. 25(6), pp. 565-580.
Description
Open access
Type
Peer Reviewed Journal Article
Abstract
AbstractThis paper explores the importance of two forms of interactions, namely marketer–traveler interaction and traveler–traveler interaction in driving destination brand engagement (DBE) dimensions, and their effect on travelers' short‐term and long‐term behavioral intentions based on impulse buying and external search behavior. Using multi‐group analysis, the impact of DBE dimensions on external search behavior and impulse buying across Generation‐Z travelers (aged between 18 and 25) and Generation‐Y travelers (aged between 26 and 40) was also explored. The results provide meaningful implications for tourism marketers to drive relationships between travelers and destinations on digital tourism platforms.
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