TOURISTS’ ENGAGEMENT BEHAVIORS ON SOCIAL MEDIA, DESTINATION ADVOCACY AND REVISIT INTENTION
Vol. 132 No. 5B (2023), Original Article
Vol. 132 No. 5B (2023)

TOURISTS’ ENGAGEMENT BEHAVIORS ON SOCIAL MEDIA, DESTINATION ADVOCACY AND REVISIT INTENTION

Original Article
https://doi.org/10.26459/hueunijed.v132i5B.7321
Published 2023-11-28
Tran Duc Tri
University of Economics, Hue University, 99 Ho Dac Di St., Hue, Vietnam
Hoang Trong Hung
University of Economics, Hue University, 99 Ho Dac Di St., Hue, Vietnam
Hoang La Phuong Hien
University of Economics, Hue University, 99 Ho Dac Di St., Hue, Vietnam
Le Ngoc Anh Vu
University of Economics, Hue University, 99 Ho Dac Di St., Hue, Vietnam
Duong Dac Quang Hao
University of Economics, Hue University, 99 Ho Dac Di St., Hue, Vietnam
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Keywords

engagement behaviors
social media
destination advocacy
revisit intention

Abstract

Social media has become an effective engagement tool for businesses and organizations in the tourism sector. This study examines the influence of social media engagement behaviors at various levels (consumption, contribution, creation) on destination advocacy and revisiting intention. Survey results from 273 tourists reveal that consuming behaviors influence destination advocacy and revisiting intention; creating behaviors only influence destination advocacy, and contributing behaviors do not significantly impact destination support and the intention to revisit. The study facilitates a deeper understanding of consumer behavior on social media and aids businesses and effective marketing organizations on social media platforms.

https://doi.org/10.26459/hueunijed.v132i5B.7321
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