From social media engagement to tourist loyalty: Examining the roles of e-service quality and satisfaction

This study examines the impact of social media strategies and e-service quality on tourist satisfaction and loyalty, incorporating experience quality as a mediator and digital literacy as a moderator. Using Structural Equation Modeling-Partial Least Squares (SEM-PLS), the research analyzes data collected from 400 international tourists who engaged with digital platforms while traveling in Southeast Asia. The findings reveal that social media strategies and e-service quality have significant direct effects on tourist satisfaction and loyalty. Experience quality serves as a critical mediator, amplifying the relationship between these digital strategies and the dependent variables. Additionally, digital literacy moderates the effects of both social media strategies and e-service quality on experience quality, with stronger relationships observed among tourists with higher digital proficiency. The study advances theoretical understanding by integrating mediation and moderation effects into a comprehensive framework, highlighting the interplay of digital marketing, tourist experiences, and individual differences. Practical implications suggest that tourism marketers should optimize social media and e-service platforms to provide personalized, interactive, and user-friendly experiences. Addressing digital literacy disparities through simplified interfaces and educational initiatives can further enhance engagement and outcomes. This research offers valuable insights for developing effective digital strategies in the competitive and rapidly evolving tourism industry.