The Importance of Engagement on Social Media Platforms: A Case Study

María-José Gómez-Aguilella () and John Cardiff ()
Additional contact information
María-José Gómez-Aguilella: Universidad Jaume I, Castellon, Spain
John Cardiff: Social Media Research Group ,Technological University Dublin, Ireland

Studies in Educational Management, 2019, vol. 1, 1-7

Abstract: The tourism sector has long been associated with new technologies, and more specifically with social media. The objective of this study is to analyse the interaction between tourist satisfaction, tourist engagement, and user generated content on social media, especially on Twitter. We propose a model based on these three related variables. The context of the model is tourist related events and locations, and consists of three hypotheses which are supported by the literature. To test our model we conducted our studies in two independent tourist related settings using both surveys and an analysis of the conversations relating to the event on the Twitter platform. We determined that the strongest influence on User Generated Content comes from tourist engagement as a mediator variable. Additionally, we found that achieving engagement among tourists visiting the destination is an effective way to generate positive content in social media. The study makes a new contribution to literature - the proposed model is innovative, in particular with the introduction of engagement as a mediator variable, and the incorporation of an analysis of social media content into the model validation. This information supports decisions at all levels that in turn improve educational process performance further.

Keywords: User generated Contents; Engagement; Satisfaction; Social Media Analysis; Tourism (search for similar items in EconPapers)
Date: 2019
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
https://api.eurokd.com/Uploads/Article/51/SEM.2019.01.01.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bco:semaaa::v:1:y:2019:p:1-7

DOI: 10.32038/SEM.2019.01.01

Access Statistics for this article

Studies in Educational Management is currently edited by Fernando Jose Garrigos Simon

More articles in Studies in Educational Management from EUROKD
Bibliographic data for series maintained by Sara Gunen ().