Driving destination brand engagement: The role of traveler participation

This paper explores the importance of two forms of interactions, namely marketer-traveler interaction and traveler-traveler interaction in driving destination brand engagement (DBE) dimensions, and their effect on travelers' short-term and long-term behavioral intentions based on impulse buying and external search behavior. Using multi-group analysis, the impact of DBE dimensions on external search behavior and impulse buying across Generation-Z travelers (aged between 18 and 25) and Generation-Y travelers (aged between 26 and 40) was also explored. The results provide meaningful implications for tourism marketers to drive relationships between travelers and destinations on digital tourism platforms.