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The impact of Customer Engagement with Social Media Groups on Image and Destination Selection

Document Type : Research Paper

Authors

1 PhD student in Marketing Management, Faculty of Social Sciences and Economics, Al-Zahra University

2 Associate Professor, Department of Management, Faculty of Social Sciences and Economics, Al-Zahra University-

3 Ph.D student of Tourism Management, Faculty of Management, Allameh Tabataba'i University

Abstract

The purpose of this study is to investigate the relationship of engagement in social media with the image and tourism destination selection, ultimately. For this aim, a conceptual model that shows the relationship between engagement, cognitive mental image, emotional image and destination selection was designed and the research was carried out by using survey method and questionnaire tool. The target population of the study was the users of the active tourism groups in Telegram, and an available sample was our sampling method. Collected data were tested by using structural equation modeling and by helping SPSS22 and AMOS22. The results of the research model analysis indicated that there is a significant relationship between engagement in tourism-based Telegram groups with a cognitive and emotional image of the destination. In addition, cognitive mental image and emotional mental image have also a meaningful relationship with the destination selection. Finally, this study did not find evidence of a direct relationship between engagements with destination selection. At sum up, practical propositions for using telegram channel by tourism destination management have been provided.

Keywords

References

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New Media Studies
Volume 5, Issue 17
June 2019
Pages 265-295
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