The Social Bond Effect: Examining the Role of Social Connectedness in Enhancing Consumer Retention in Tourism through the Lens of the Theory of Planned Behavior

Abstract

Purpose

                The tourism industry thrives on consumer engagement, and social connectedness has emerged as a crucial factor influencing consumer retention. This study integrates the Theory of Planned Behavior (TPB) to examine how social connectedness impacts tourists’ behavioral intentions and loyalty toward tourism services.

Methods                                          

                The research employs a quantitative methodology, collecting data from 312 tourists visiting the Coimbatore district. Structural equation modeling (SEM) is utilized to analyze the relationships between social connectedness, perceived behavioral control, subjective norms, and consumer retention.

Findings                                                                                     

                The findings reveal that social connectedness significantly enhances tourists’ intention to revisit and recommend destinations, mediated by positive consumer experiences and social influence. This study contributes to tourism research by providing empirical evidence on the role of social factors in consumer retention, offering insights for tourism marketers and destination managers.

Originality

                The originality of this study lies in its novel integration of social connectedness into TPB, extending its application to consumer retention in tourism.