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ABSTRACT
The current study examines the interactions between destination knowledge and advocacy behaviors that may drive assistance-seeking engagement with social media-based travel communities (SMTCs). This research is guided by a conceptual model emphasizing the mediating role of advocacy behavior among SMTC participants. The proposed model was tested on a sample of 208 young SMTCs’ members. Data was collected using a self-administered cross-sectional survey method, which helped collect data from 208 young SMTCs’ members. The proposed relationships are analyzed using partial least squares structural equation modeling (PLS-SEM). The findings support destination knowledge’s significant role in influencing individuals’ seeking assistance and advocacy behaviors; hence, they afford insights into consumers’ engagement with SMTCs. Further, the study guides tourism managers to utilize SMTCs to disseminate and advocate vital travel communication.
Acknowledgments
The authors are deeply thankful to late. N.K Sharma for his timely feedback and suggestion for this work.
Disclosure Statement
The authors report no known conflict of interest to report or acknowledge for this work.
Correction Statement
This article has been republished with minor changes. These changes do not impact the academic content of the article.
Notes
1. Diagonal elements representation feature square roots of the variance amidst constructs and their measures (AVE). Parentheses values represents HTMT score.