The Impact of Social Media Tourism Interaction on Revisit Intention among Young-Old Adults

Abstract

With population ageing and the widespread use of social media, understanding revisit intention among young-old adults is important for destinations seeking to maintain a stable visitor base and improve marketing efficiency. The study surveyed young-old adults with experience of social media tourism interaction and analysed 166 valid responses using SmartPLS. The results showed that Social media tourism interaction had significant positive effects on Revisit intention, memorability of a previous travel experience, and destination attachment.Memorability of a previous travel experience had a significant positive effect on Destination attachment,whereas its effect on Revisit intention was not significant. Destination attachment also had a significant positive effect on Revisit intention. Therefore, the study recommends that destination marketing organizations facilitate two-way tourism communication between young-old adults and their friends, encourage tourists to recall travel experiences with an emphasis on the personal meaning of destinations, and maintain ongoing, responsive communication. These practices may help destinations strengthen relationships with young-old tourists and encourage repeat visits.