This study aims to explore how digital engagement – via digital word-of-mouth engagement (DWME) and social media engagement (SM _ENG) – influences destination loyalty (DL) by examining the mediating roles of emotional attachment (EA), destination nostalgia (DN) and cultural attachment (CA), alongside the moderating role of destination self-congruity (DSC).
A quantitative, cross-sectional survey of 500 international tourists visiting Aruba was conducted. Data were analyzed using partial least squares structural equation modeling to evaluate relationships among key constructs, including DWME, SM_ENG, destination image (DI), EA, CA, DSC and DL. Rigorous sampling and prescreening ensured alignment with the study’s objectives.
The results indicate that DWME and SM _ENG significantly influence DI, which, in turn, impacts EA and DN as key mediators driving DL. EA strongly mediates the effects of both DWME and DI on DL, while DN mediates the influence of SM _ENG on DL. DSC moderates these pathways, enhancing the effect of EA on DL but diminishing the direct influence of destination value (DV). Conversely, CA has limited mediating influence, suggesting that emotional and identity-based connections are more critical than cultural factors in digital contexts.
This study innovatively integrates the stimulus–organism–response model, self-congruity theory and attachment theory to explain how psychological constructs mediate and moderate the impact of digital engagement on tourist loyalty. Unlike prior research, which often emphasizes direct effects, this study provides novel insights into the interplay of emotional, cultural and identity dimensions in digital tourism.
