Leveraging trends: Investigating the effects of congruence between DPO content and trends on customer engagement on social media
Journal of Vacation Marketing: An International Journal for the Tourism and Hospitality Industries
Published online on June 08, 2026
Abstract
Journal of Vacation Marketing, Ahead of Print.
Destination promotion organizations (DPOs) increasingly use time sensitive social media trends to attract attention and stimulate engagement. This study examines how the congruence between DPO content and trending user-generated content shapes online ...
Destination promotion organizations (DPOs) increasingly use time sensitive social media trends to attract attention and stimulate engagement. This study examines how the congruence between DPO content and trending user-generated content shapes online ...