Abstract
ABSTRACT The aim of this study is to create an understanding of how social media affect customer loyalty to tour operators by applying a relational benefits approach, hence contributing to the disintermediation versus re-intermediation debate. The study asked customers that have liked or placed comments on tour operators' Facebook pages what they are hoping to get out of their engagement. Structural equation modeling was used to analyze the online survey data. Findings indicate that customers enjoy building online relationships with tour operators and that online special deals and discounts might be counterproductive in building loyalty through social media.
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