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) 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 CE) 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 customers' COVID-19 perceptions between the proposed modeled relationships. The current chapter offers significant contributions to CE-based tourism and hospitality literature. Tourism and hospitality practitioners can refer to this study to obtain useful insights regarding the benefits of social media technologies, relationship formation, CE creation, and CE contributions. The chapter concludes by delineating important implications that arise from the study, followed by further research opportunities.