The Factors Affecting E-Loyalty of Tourists Toward Social Networking Sites

The synergy between tourism and social networks has become a megatrend; To the extent that the two are unbelievably interdependent. The purpose of the present study is to investigate the behavior of e-loyalty of tourists in this megatrend and its influencing factors. The statistical population of the study is the user tourists on social networking sites (SNSs). The statistical sample was 1599 persons. An electronic questionnaire was used for data collection. Data were analyzed using SPSS25 and Lisrel8.5 software packages. The finding confirms the impact of the e-servicescape on e-trust, e-satisfaction, e-commitment, and e-loyalty. E-trust has also influenced e-satisfaction and e-loyalty. In addition, e-satisfaction has influenced e-commitment and e-loyalty. Based on the findings, it can be suggested that SNSs’ managers pay more attention to elements of the e-servicescape such as visual appeal, value for fun, usability, customization/personalization, and interactions. Also, other practical suggestions were made. Also, other practical suggestions were made.