Intergenerational differences in customer engagement behaviours: An analysis of social tourism websites

Abstract This paper explores differences among Generations X, Y, and Z in customer engagement behaviours. Specifically, it analyses differences in customer behaviours in social tourism websites and the effects of self‐efficacy and satisfaction on these behaviours. On the basis of an empirical study with a sample of 346 social tourism websites users, the results show that, in Generation X, self‐efficacy exerts a higher effect on word of mouth than in the other generations. In Generation Y, satisfaction influences information searches and hotel bookings more than for the others. Generation Z is more prone to give referrals than are the other two generations.