Customer-based brand equity and destination visit behaviour in the tourism industry: the contingent role of social media

Abstract

This study aims to examine the role of customer-based brand equity (CBBE) in relation to the intention to select a destination as a tourist destination with the moderating role of social media among international tourists. Data were collected from international tourists through probability sampling. Partial least square-structural equation modelling was employed for data analysis. The findings revealed that social media moderates the relationship between CBBE and the intention to select a destination. This study offers strategic implications for the struggling tourism industry of Pakistan by providing an understanding of international tourists’ intentions regarding Pakistan as their final choice. Social media has an undeniable power which can not only change tourists’ minds but also rebuild or reconstruct the image of the country. The findings can help the travel guides, social media tourist advisors, and especially the tourism industry of Pakistan, to use social media to rebuild the soft image of Pakistan in the mind of tourists. This will not only be helpful in attracting more tourists but will boost the hospitality business in Pakistan and business organizations can obtain the first mover advantage as well. Nevertheless, social media has a wide spectrum for consumers, especially for tourists. The tourism and hospitality industry have been widely influenced by social media but they remain little understood in the context of Pakistan as there some security issues which have damaged this industry completely in Pakistan. This study contributes to the existing literature by exploring the role of social media in reviving tourism in Pakistan.