Harrigan, Evers, Miles, & Daly. (2017). Customer engagement with tourism social media brands. Tourism Management, 59(C), 597-609.https://doi.org/10.1016/j.tourman.2016.09.015
Social media has a role in building loyalty and trust, which are important attributes of a traveler’s decision making process. This article studies these phenomena, then proposes a customer engagement scale and framework for customer engagement facilitated by social media. Through which, tourism brands can better assess the nature of their customer engagement on social media.