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Business and Management.
This paper reviews social media user engagement behaviours with brands and proposes a new stage within the travel process. Specifically, the pre-trip stage is examined and investigation into a two sub-stage split is proposed; pre-purchase and post-purchase. Dubbed the Believing phase, this paper calls for research into the patterns of engagement behaviour towards hotel brands’ content at this currently under-researched stage. Current social media-focussed research examines influence on purchasing decisions of users, social media usage on-site, and post-trip evaluation. There remains a conceptual gap highlighting the behavioural patterns of users during the period between initial purchase and subsequent departure.
Dean Creevey, Etain Kidney & Glenn Mehta (2019) From dreaming to believing: a review of consumer engagement behaviours with brands’ social media content across the holiday travel process, Journal of Travel & Tourism Marketing, 36:6, 679-691, DOI: 10.1080/10548408.2019.1624242