Leveraging Social Media Functionality to Enhance Green Destination Image and Loyalty: Insights from Ladakh’s Tourism Sector

The study investigates the impact of social media functionality on green destination image and loyalty in Ladakh, India’s tourism context. Using data from 943 tourists and employing Exploratory factor analysis, confirmatory factor analysis and structural equation modeling, the research reveals significant positive relationships between social media functionality, green destination image and destination loyalty. Social media functionality, conceptualized as a multi-dimensional construct with seven dimensions, strongly influences both green destination image and destination loyalty. Green destination image partially mediates the relationship between social media functionality and destination loyalty, with conversation and reputation dimensions having the highest impact. The findings emphasize the strategic importance of leveraging social media to enhance sustainable destination image and foster visitor loyalty, highlighting its role as a crucial marketing and promotion tool for tourism destinations.