Exploring tourism-generated social media communication, brand equity, satisfaction, and loyalty: A PLS-SEM-based multi-sequential approach

Although social media-based brand equity has become a vital area of interest for managers, insights into its destination-based dynamics and applications remain scarce, specifically in the destination context. To address this gap, we develop test theoretical model to investigate role marketing organization-generated tourist-generated media communication determine awareness image Gilgit-Baltistan region, which turn influence customer-based (CBBE) (i.e. perceived quality), satisfaction, loyalty. Data come from well-known tourist sites Gilgit-Baltistan. Using multi-sequential approach WarpPLS 7.0, findings shows that dimensions show differential impacts on as metric CBBE. Second, demonstrates impact dimensions. Third, exert different effects quality destination. Fourth, positively influences enhances We offer important implications emerged analyzes also suggest directions future research.