Exploring the Nexus of Assistance-Seeking Engagement in Travel Communities: Role of Destination Knowledge and Advocacy

Abstract

ABSTRACT The current study examines the interactions between destination knowledge and advocacy behaviors that may drive assistance-seeking engagement with social media-based travel communities (SMTCs). This research is guided by a conceptual model emphasizing the mediating role of advocacy behavior among SMTC participants. The proposed model was tested on a sample of 208 young SMTCs’ members. Data was collected using a self-administered cross-sectional survey method, which helped collect data from 208 young SMTCs’ members. The proposed relationships are analyzed using partial least squares structural equation modeling (PLS-SEM). The findings support destination knowledge’s significant role in influencing individuals’ seeking assistance and advocacy behaviors; hence, they afford insights into consumers’ engagement with SMTCs. Further, the study guides tourism managers to utilize SMTCs to disseminate and advocate vital travel communication.