Driving destination brand engagement: the role of traveler participation

Cheung, Man Lai ORCID: https://orcid.org/0000-0003-0320-1134, Leung, Wilson K S, Taheri, Babak ORCID: https://orcid.org/0000-0002-0912-9949 and Tse, Sin Yan (2023) Driving destination brand engagement: the role of traveler participation. International Journal of Tourism Research, 25 (6). pp. 565-580. ISSN 1099-2340

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Abstract

This 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.