ABSTRACT
Using protection motivation theory and service-dominant logic, this research develops a model that explores the relationships between perceived risk, fear of coronavirus 2019 (COVID-19) (FCV), social media involvement (SMI), brand co-creation (BCO), customer brand engagement (CBE), and revisit intention in the tourism industry during the COVID-19 pandemic. First, results suggest that social media involvement positively impacts tourism-CBE. Secondly, results revealed CBE’s significant positive effect on BCO and tourists’ revisit intentions. Findings also revealed a negative moderating effect of FCV in the proposed associations. Fourth, 18findings showed social media’s and perceived risk’s respective indirect impacts on co-creation and revisit intention, as mediated via CBE. The model has been tested using PLS-SEM, and the empirical results contribute to the advancement of SMI, CBE, BCO, and revisit intention in tourismdestination services. This study offers key implications for tourist destinations to construct recovery tactics in surviving during outbreak/pandemic to restore tourism.
