Customer engagement with tourism social media brands

Paul Harrigan, Uwana Evers, Morgan Miles, Timothy Daly

Research output: Contribution to journalArticlepeer-review

505 Citations (Scopus)


In tourism, customer engagement has been found to boost loyalty, trust and brand evaluations. Customer engagement is facilitated by social media, but neither of these phenomena is well-researched in tourism. This research contributes in two ways. First, we validate the Customer Engagement with Tourism Brands (CETB) 25-item scale proposed by So, King & Sparks (2014) in a social media context, and offer an alternative three-factor 11-item version of the scale. Second, we replicate their proposed structural model, and test our alternative model, to predict the behavioural intention of loyalty from engagement, and to test customer involvement as an antecedent to engagement. Ultimately, we propose a customer engagement scale and a nomological framework for customer engagement, both of which can be applied in both tourism and non-tourism contexts. Managers of tourism brands on social to better assess the nature of customer engagement with the parsimonious 11-item scale.

Original languageEnglish
Pages (from-to)597-609
Number of pages13
JournalTourism Management
Publication statusPublished - 1 Apr 2017


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