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How destination familiarity impacts on eord of mouth of tourist destinations: the moderation effects of social media engagement

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datacite.subject.fosCiências Sociais
dc.contributor.authorSantos, Sara
dc.contributor.authorFerreira, Sónia
dc.contributor.authorAugusto, Luísa
dc.contributor.authorEspírito Santo, Pedro
dc.contributor.authorPessoa, Luciana
dc.date.accessioned2026-01-15T11:17:04Z
dc.date.available2026-01-15T11:17:04Z
dc.date.issued2025
dc.description.abstractWith the advent of the Internet, communication has changed, and new concepts have emerged, especially in tourism. Today, there are many tourist destinations, so competition is increasing. However, cities must find an effective method of differentiating themselves and demonstrating the value of their brand through social media posts since almost everyone is active in the digital world. Using social media, citizens can create and send content or choose word-of-mouth to pass on information about touristic destinations. Communication is vital for marketing and building a close relationship with the customer. Familiarity with the destination is essential because tourists should be prepared for what they will find when visiting a country. This article aims to study the effects of familiarity on the acceptance of tourist destinations moderated by engagement in social media. A quantitative approach was used, and a questionnaire was used to conduct the research. Using literature-tested scales, this study collected data from a sample of 915 individuals, which was analysed using SMART PLS software. The results identified that social media engagement is vital in moderating the relationship between familiarity with the destination, advertising stimulation and word of mouth.eng
dc.description.sponsorshipThis work is funded by National Funds through the FCT – Foundation for Science and Technology, I.P., within the scope of the project Ref. UIDB/05583/2020. Furthermore, we would like to thank the Research Centre in Digital Services (CISeD) and the Instituto Politécnico de Viseu for their support
dc.identifier.citationSantos, S., Ferreira, S., Augusto, L., Espírito Santo, P., & Pessoa, L. (2025). How destination familiarity impacts on word of mouth of tourist destinations: The moderation effects of social media engagement. Proceedings of the 12th European Conference on Social Media – ECSM 2025, 12(1). https://doi.org/10.34190/ecsm.12.1.3437
dc.identifier.doi10.34190/ictr.8.1.3596
dc.identifier.urihttp://hdl.handle.net/10400.2/20863
dc.language.isoeng
dc.peerreviewedyes
dc.relationCentre for Research in Digital Services
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/
dc.subjectFamiliarity with the destination
dc.subjectAdvertising stimulation
dc.subjectWOM
dc.subjectSocial media engagement
dc.titleHow destination familiarity impacts on eord of mouth of tourist destinations: the moderation effects of social media engagementeng
dc.typeconference object
dspace.entity.typePublication
oaire.awardTitleCentre for Research in Digital Services
oaire.awardURIhttp://hdl.handle.net/10400.2/20853
oaire.citation.conferenceDate2025
oaire.citation.endPage267
oaire.citation.issue1
oaire.citation.startPage258
oaire.citation.titleThe Proceedings of the 12th European Conference on Social Media
oaire.citation.volume8
oaire.fundingStreamConcurso de avaliação no âmbito do Programa Plurianual de Financiamento de Unidades de I&D (2017/2018) - Financiamento Base
oaire.versionhttp://purl.org/coar/version/c_970fb48d4fbd8a85
person.familyNameSantos
person.givenNameSara
person.identifier.orcid0000-0002-3581-6478
relation.isAuthorOfPublication4041eee1-c2b7-41d1-ae7e-e0dcb1d06615
relation.isAuthorOfPublication.latestForDiscovery4041eee1-c2b7-41d1-ae7e-e0dcb1d06615
relation.isProjectOfPublication8f303f6c-ac4b-4e98-9986-de00ea9a7090
relation.isProjectOfPublication.latestForDiscovery8f303f6c-ac4b-4e98-9986-de00ea9a7090

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Gestão e Economia | Comunicações em congressos, conferências e seminários / Communications in congresses, conferences