Driving destination brand engagement: The role of traveler participation

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