How Does Tourists' Digital Engagement Impact Destination Brand Digital Experience and Brand Value Co‐Creation? The Moderating Role of Digital Credibility

ABSTRACT Digital social platforms have revolutionized the way tourists engage with destinations, prompting extensive research into the underlying principles and implications of this phenomenon. This study presents a validated conceptual model that investigates the influence of tourists' digital engagement on their digital experience with a destination brand, as well as the co‐creation of brand value. To verify the proposed hypotheses, three experimental studies were conducted to examine the intricate relationship between digital engagement, destination brand digital experience, and brand value co‐creation, as well as validate the moderating effects of tourists' digital engagement on subsequent responses leveraging diverse samples and varying digital media scenarios. It contributes to the growing body of knowledge on tourists' digital engagement and its impact on destination digital branding. By providing empirical evidence and practical recommendations, it addresses a crucial gap in current literature and offers actionable insights for both academics and Destination Marketing Organizations (DMOs).