Post-COVID-19-Based Customer Engagement Creation and Contributions in Tourism and Hospitality Social Media: An Integrative Framework and Future Research Directions

The growth of social media technologies has triggered an acceleration of interest in customer engagement (CE) concept in tourism and marketing. Hence, the current chapter develops and suggests a theoretical model to determine the relationships among social media technologies, relationship quality (i.e., trust and satisfaction), CE-creation (positive emotions and customer engagement) and CE-contributions (i.e., behavioral intention, word-of-mouth, and firm performance) in the post-COVID-19 pandemic. Further, this study examines the moderating role of customer’s COVID-19 perceptions between the proposed modeled relationships. The current chapter offers significant contributes to CE-based tourism and hospitality literature. Tourism and hospitality practitioners would be able to refer this study to obtain useful insights regarding the benefits of social media technologies, relationship formation, CE-creation, and CE-contributions. This chapter concludes by delineating important implications that arise from our study, followed by further research opportunities.