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Driving destination brand engagement:

The role of
traveler participation

Author: Man-Lai Cheung/ Wilson K.S Leung

Course title: Advanced Business Research
Course code: BUS 05123
Supervised By:
Dr Md Monirul Islam
Professor
Department of Business Administration
Shahjalal University of Science and Technology,
Sylhet
Submitted by:
Md Sagar
Reg : 2018731039
MBA 1ST Semester
Department of Business Administration
Shahjalal University of Science and Technology, Sylhet
 Introduction
Digital tourism platforms like tripadvisor, tuniu, and mafengwo have
transformed travel by facilitating destination brand communities and reshaping
how travelers engage with destinations. Engagement, spanning cognitive,
emotional, behavioral, and social dimensions, is central to these interactions,
with generational dynamics also influencing traveler engagement. This
exploration delves into the transformative impact of digital platforms on travel
experiences
 Literature Review

The literature review reveals the transformative impact of digital tourism platforms
on traveler engagement and behavior. Destination Brand Communities empower
travelers through marketer-traveler interaction and traveler-traveler interaction
fostering engagement and shaping travelers' relationships with destinations.
Cognitive, emotional, behavioral, and social engagement dimensions drive these
interactions, influencing external search behavior and impulse buying. Generational
dynamics further moderate these relationships, with Generation-Z travelers showing
higher engagement levels and different behavioral patterns compared to Generation-
Y travelers. This comprehensive understanding underscores the evolving landscape
of travel experiences in the digital era.
 Methodology
The study utilized purposive sampling to gather data from experienced Chinese travelers using
Deshi Bus and Coach Simulator. A self-administered online survey was conducted from
December 2019 to January 2020 via Qualtrics. Data analysis employed Partial Least Squares
Structural Equation Modeling to identify predictors of external search behavior and impulse
buying.
 Experienced Chinese travelers,
451 viable respondents

Common method bias

assessment, Measurement model

Results validation, Structural model

results.
Strong predictive relevance of
the model.

Influence of Destination Brand

Engagement dimensions on
behavior varies by age group.
 DISCUSSION
his study reveals the influential role of Marketer-Traveler Interaction and
Traveler-Traveler Interaction in driving travelers' Destination dimensions,
emphasizing the importance of cognitive and behavioral engagement.
Additionally, it highlights the varying impacts of engagement on impulse
buying and external search behavior, offering valuable insights for tourism
marketers targeting different traveler demographics. Future research should
address the identified limitations to further enrich our understanding of
destination marketing engagement.
Thank you!