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Communicating destination social responsibility through social media: the roles of tourists´ social engagement, citizenship behaviors, and emotions

Abstract: Social media is a particularly useful tool to promote sustainable tourism destinations. However, little is known about consumer engagement with social media communication in a destination social responsibility (DSR) context within the tourism industry. Grounded in the Stimulus-Organism-Response model, this study examines the factors that influence the intention to generate electronic word-of-mouth (eWOM) on DSR issues through a specific social networking site. This research includes tourists` social engagement, citizenship behaviors, perceived DSR, emotional responses to perceived DSR, and emotions toward a post as explanatory variables to investigate a specific behavioral intention as the outcome. The authors designed a study based on an online survey of Spanish Facebook users. Empirical testing confirmed most of the hypothesized effects except the influence of tourists´ helping behaviors on the intention to share the post.

 Fuente: Journal of Travel Research, 2024,

 Editorial: Sage Publications

 Año de publicación: 2024

 Nº de páginas: 21

 Tipo de publicación: Artículo de Revista

 DOI: 10.1177/00472875231225390

 ISSN: 1552-6763,0047-2875

 Proyecto español: PID2022- 140160NB-I00

 Url de la publicación: https://doi.org/10.1177/00472875231225390