Understanding How Customers Engage With Social Tourism Websites

PurposeThis paper aims to analyse the effect of technology acceptance variables on customer attitude and customer engagement behaviours (CEB) with social tourism websites (STWs).Design/methodology/approachAn empirical study was carried out with 346 customers. A model was developed to analyse the relationships between CEB and their determinants. Partial least squares - structural equation modelling was used to test the model.FindingsCustomers' perceptions of enjoyment, ease of use, usefulness and trustworthiness positively influence their attitude towards STWs and their subsequent engagement behaviours [purchases, word of mouth (WOM) and referrals].Originality/valueThis study develops and empirically tests a model that analyses the impact of technology acceptance model variables on CEB, both transactional (customer purchases) and non-transactional (customer WOM, referrals and feedback), in the context of STWs.