Abstract
The main aim of the present study was to analyze whether publications related to environmental sustainability in social media directly and positively influence user satisfaction with and trust in tourism businesses. Our second goal was to determine whether the influence of environmental sustainability and satisfaction is moderated by users’ gender. Data collection was performed using a questionnaire. The questionnaire responses were analyzed using the partial least squares-structural equation modeling (PLS-SEM) methodology. The results have shown that there is a positive relationship between environmental sustainability, satisfaction, and trust generated by tourism companies through their publications on social media, and that this relationship is not conditioned by users’ gender. The results of the present study contribute to the literature by bridging the gap in research on tourism enterprises and their strategies regarding social media publications. Our findings also provide important implications related to the content of environmental sustainability strategies and social media communication for tourism companies.
Highlights
In recent decades, the emergence of social media has provided companies with direct and fast contact with their customers [1]
None of the previous studies has addressed this issue. To bridge this gap in the literature, the present study evaluates the influence of social media publications about sustainability on customer satisfaction with and trust in tourism businesses
This study aims to investigate whether social media publications about environmental This study aims to investigate whether social media publications about environmental sustainability trust in in tourism tourismbusinesses
Summary
The emergence of social media has provided companies with direct and fast contact with their customers [1]. Social media are among the “best possibilities available” means for companies to get in touch with potential customers [2]. By means of social media, companies can announce offers, promote new products and services, get to know about their customers’. Several studies have demonstrated that the costs of traditional marketing are considerably higher than social media marketing [5,6,7,8]. Other advantages of using social media for companies include transparency, efficiency, and openness [8,9]. Several studies have highlighted the beneficial role of social media for business, showing that appropriate use of social media can help businesses to capture new customers and turn interested people into future customers [6,10,11,12]
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