Driving destination brand engagement : the role of traveler participation

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.