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PurposeThis study identifies antecedents and consequences of destination brand engagement (DBE) that have redefined the tourists' behavior during the COVID-19 outbreak. Specifically, it assesses the impact of social media interaction and destination authenticity on DBE and DBE's effect on tourists' willingness to pay (WTP). Further, it examines the mediating role of affective attitude and the moderating role of perceived risk between the associations of DBE and WTP.Design/methodology/approachSurvey data were collected from 436 respondents through a structured questionnaire from selected tourism destinations in India. Structural equation modeling (CB-SEM) is employed to empirically examine the formulated hypotheses. Besides, hierarchical second-order confirmatory factor analysis is also deployed to analyze certain constructs as higher-order factors.FindingsSocial media interaction and destination authenticity elevate DBE, and DBE enhances affective attitude and WTP. Affective attitude mediates the relationship between DBE and WTP. Hence, the association between tourists' engagement and spending behavior becomes crucial under elevated affective attitude conditions. Finally, perceived risk during the pandemic dampens the association between DBE and WTP.Practical implicationsThe findings may provide newer insights to the tourism companies, marketers and policymakers to create targeted strategies to minimize the risk perception and improve engagement levels of the tourists, which can yield economic returns in the long run.Originality/valueBased on the cues from protection motivation theory (PMT), this study develops a DBE framework and identifies the factors affecting its sustenance in the pandemic hit tourism sector. Further, suggesting implications to ensure safety measures in the tourism industry that may assist in establishing economic resilience.

PurposeThe current research prioritizes the dimensions of a higher-order customer engagement construct in the tourism destination context in order of their relative importance as perceived by tourists to provide meaningful insights to the tourism industry player.Design/methodology/approachData was collected from 429 tourists' from selected tourist destinations. Exploratory factor analysis (EFA) was used for data analysis using SPSS. The scale items were prioritized through hybrid evidence-based modeling using the RIDIT-GRA (Relative to an Identified Distribution and Grey Relational Analysis, respectively) approach.FindingsThe prioritization of customer engagement scale items is done through RIDIT analysis and is verified through GRA. The rankings of two independent methodologies show a 93% correlation, thereby ensuring the ranking's robustness.Practical implicationsPrioritizing customer engagement scale items may assist destination managers in strategy formulation to ensure tourists' high-level loyalty transcending purchase. The findings help develop key response areas (KRA's) for effective destination brand management.Originality/valueSuch precedence analysis of customer engagement scale items has not been done in the tourism studies yet. Also, the present study verified the results by incorporating two independent methodologies, thus providing more valid results.

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