Understanding destination evangelism: a social media viewpoint

Abstract

Purpose

The present research aims to introduce and understand the promising nature of destination evangelism in the context of social media-based tourism communities (SMTCs). Further, factors that influence evangelism and information-seeking behaviors on SMTCs are examined.

Design/methodology/approach

A conceptual model is developed that features an interplay of destination distinctiveness, destination evangelism, travel commitment and information-seeking engagement. Data were collected from 215 active users of SMTCs and analyzed using structural equation models.

Findings

The research findings indicate that destination distinctiveness and information-seeking positively lead to destination evangelism. Information-seeking is found to mediate the relationship between (1) destination evangelism and travel commitment and (2) destination evangelism and distinctiveness.

Research limitations/implications

The research offers meaningful insights into exploring constituents of destination evangelism. The research also understands and highlights the critical role of information-seeking engagement about distinct destinations.

Practical implications

This research highlights key areas to build, improve and inspire destination evangelism on SMTCs.

Originality/value

This study offers a fresh contribution to tourism literature by investigating destination evangelism and its drivers. This is explained by closely uniting vital research streams of evangelism, tourism and engagement. It further highlights the dual mediating role of information seeking, suggesting that these engagements are critical to evangelizing destinations.

Citation

Sharma, P. (2022), "Understanding destination evangelism: a social media viewpoint", Marketing Intelligence & Planning, Vol. 40 No. 1, pp. 72-88. https://doi.org/10.1108/MIP-04-2021-0128