TOURISTS’ ENGAGEMENT BEHAVIORS ON SOCIAL MEDIA, DESTINATION ADVOCACY AND REVISIT INTENTION

Social media has become an effective engagement tool for businesses and organizations in the tourism sector. This study examines the influence of social media engagement behaviors at various levels (consumption, contribution, creation) on destination advocacy and revisiting intention. Survey results from 273 tourists reveal that consuming behaviors influence destination advocacy and revisiting intention; creating behaviors only influence destination advocacy, and contributing behaviors do not significantly impact destination support and the intention to revisit. The study facilitates a deeper understanding of consumer behavior on social media and aids businesses and effective marketing organizations on social media platforms.