Destination Authenticity as a Trigger of Tourists’ Online Engagement on Social Media

Abstract

This study empirically investigates the dimensions of destination authenticity from the perspectives of outbound travelers from the United States. East Asian countries have invited Western tourists to their destinations by offering authentic, unique experiences of local life and culture. In response to this trend, this study examines the influences of destination authenticity on international tourists’ place attachment, destination satisfaction, and engagement on social media. Based on the literature, three facets of destination authenticity are investigated: conformity, realness, and transformation. The empirical findings indicate that conformity and realness lead tourists not only to be emotionally attached to a destination but, in social media, to also click the “like” buttons and leave comments on the postings about destinations. With the empirical results, theoretical and managerial implications are discussed with an emphasis on tourists’ perception of destination authenticity and online behaviors.

First-Time versus Repeat Tourism Customer Engagement, Experience, and Value Cocreation: An Empirical Investigation

“…In other words, without elevated destination-related CE, the customer’s destination experience cannot be optimized. We therefore advise site managers to view each customer interaction as a strategic opportunity to stimulate his or her broader brand experience (Jeong and Shin 2020; Kim and Kim 2020).…”

The effects of parasocial interaction, authenticity, and self‐congruity on the formation of consumer trust in online travel agencies

“…It would appear then that many tourists search for pertinent information on OTA platforms before traveling to make the best travel choice possible (Filieri et al, 2015). The content shared by online travel platforms is vital information for tourists' behavioral intention to visit destinations (Kim & Kim, 2020).…”

Havayolunda Tüketici Katılımını Artırmak

“…Social media provides important advantages for the strategies that can be applied in destination management (Leung et al, 2013b). In this respect, millions of images and comments are shared on social media everyday (Leung et al, 2013b;Kim and Kim, 2019). Hence, the destinations offered as a number of attractions (Pásková et al, 2018) are the frequently shared on the social media by airlines (Grančay, 2014).…”