Exploring the impact of Social Media Platforms on Instigating Tourist’s Emotions and Behavioral Intentions to Co-Create and Visit Tourist Spots- Bangladesh Perspective

Abstract

Purpose: The study aims to investigate how social media platforms (SMPs) affect the tourist community to evoke emotions and behavioral intention to create tourism value and visit well-known tourist spots in Bangladesh. Methodology: Using 5 points Likert Scale, the survey data of 550 respondents have been collected and analyzed finally and 84 responses have been discarded due to being incomplete in nature. SPSS 23.0 version has been adopted to analyze the variables. Findings: The results show that SMPs significantly affect the emotions of tourists in terms of joy, love, positive surprise, and subsequently drive the behavioral intention of co-creation and visit the preferable tourist spots. In some prior studies, the effect of joy was revealed as insignificant in this regard. However, in this study, the effect of joy is a very significant one to instigate the tourist’s emotions and behavior. Practical Implications: The contribution of this study is mainly two-fold. Firstly, from the theoretical perspective, it has been found that SMPs and destination brand preferences have an insightful relationship. Secondly, the authorities in charge of the destination can concentrate on setting up efficient social media platforms to generate more insightful information about destination brands, leading to the development of feelings and intentions to co-create and visit the spots. Originality: This study has been conducted as our own and not copied from any source. This would add new knowledge to the tourism sectors of Bangladesh focusing on SMPs. Limitations: This study focuses mostly on the people using SMPs to co-create and visit the destinations. The results may not be alike for the people who don’t use SMPs for tourism purposes. The bigger sample size could generate more specific results in this regard. Future research can be conducted focusing on other emotional variables like anxiety, boredom, and well-being.