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Tourists’ social media engagement behaviors with tourism destination: A scale validation

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This study aims to validate a measurement scale for tourists’ social media engagement behaviors with tourism destinations. This study adapted the Consumer’s Online Brand-Related Activities framework, which classifying consumer engagement behaviors into consumption, contribution, and creation. The final scale was validated based on exploratory factor analysis and confirmatory factor analysis, satisfying the requirement of convergent and discriminant validity.

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Nội dung Text: Tourists’ social media engagement behaviors with tourism destination: A scale validation

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