Izvorni znanstveni članak
https://doi.org/10.20867/thm.32.2.3
Motivations and outcomes of tourists’ engagement behaviours on social media
Tri Duc Tran
; University of Economics, Hue University, Faculty of Business Administration, Vietnam
Hung Trong Hoang
; University of Economics, Hue University, Faculty of Business Administration, Vietnam
*
Hien La Phuong HOANG
; University of Economics, Hue University, Faculty of Business Administration, Vietnam
* Dopisni autor.
Sažetak
Purpose – Social media are increasingly used by tourists for travel purposes. While social
media engagement is a complex concept, previous research simplifies it using basic metrics,
such as the count of likes or comments. This study adopts a comprehensive framework that
measures different levels of tourists’ engagement behaviours and analyses thoroughly their
motivations and outcomes.
Methodology/Design/Approach – This study collected information from a survey of 454
tourists visiting Hue City – a famous tourism destination that is widely promoted on social
media in Vietnam. The hypotheses were examined using partial least squares structural
equation modelling (PLS-SEM).
Findings – The research result reveals that recognition, information, and entertainment are
essential motives for tourists’ engagement behaviours. Furthermore, behaviours related to
consuming and producing content positively affect tourists’ destination advocacy and revisit
intention, while there is no linkage between contributing behaviours and these outcomes.
Originality of the research – This study deepens our understanding of consumer behaviour on
social media and offers valuable guidance for businesses and organisations to better optimise
their marketing strategies.
Ključne riječi
tourist engagement behaviours; social media; destination advocacy; revisit intention
Hrčak ID:
345120
URI
Datum izdavanja:
4.3.2026.
Posjeta: 368 *