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Tourism-based customer engagement: the construct, antecedents, and consequences

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  • Raouf Ahmad Rather
  • Linda D. Hollebeek
  • Jamid Ul Islam

Abstract

Drawing on a service-dominant (S-D) logic perspective, this study identifies key antecedents and consequences of tourism customer engagement, which remain nebulous to date. We develop a structural model that is tested on a sample of 310 customers at different tourist destination sites and attractions in India. The results reveal a positive effect of place authenticity and place attachment on customer engagement. The findings also indicate customer engagement’s positive effect on the development of customer trust, brand loyalty, and co-creation. Third, we identify customer engagement’s mediating role in the effect of place attachment and place authenticity on customer trust, loyalty, and co-creation. Specifically, place authenticity was found to exert a partial mediating effect in the association between place attachment and customer engagement. As such, this research bids newer insight into the role of tourism-based customer engagement, from which we develop relevant implications.

Suggested Citation

  • Raouf Ahmad Rather & Linda D. Hollebeek & Jamid Ul Islam, 2019. "Tourism-based customer engagement: the construct, antecedents, and consequences," The Service Industries Journal, Taylor & Francis Journals, vol. 39(7-8), pages 519-540, June.
    • Handle: RePEc:taf:servic:v:39:y:2019:i:7-8:p:519-540
    DOI: 10.1080/02642069.2019.1570154
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