Social media is a particularly useful tool to promote sustainable tourism destinations. However, little is known about consumer engagement with social media communication in a destination social responsibility (DSR) context within the tourism industry. Grounded in the Stimulus-Organism-Response model, this study examines the factors that influence the intention to generate electronic word-of-mouth (eWOM) on DSR issues through a specific social networking site. This research includes tourists’ social engagement, citizenship behaviors, perceived DSR, emotional responses to perceived DSR, and emotions toward a post as explanatory variables to investigate a specific behavioral intention as the outcome. The authors designed a study based on an online survey of Spanish Facebook users. Empirical testing confirmed most of the hypothesized effects except the influence of tourists’ helping behaviors on the intention to share the post.

中文翻译：

---

通过社交媒体传达目的地社会责任：游客社会参与、公民行为和情感的作用

社交媒体是促进可持续旅游目的地特别有用的工具。然而，人们对旅游业内目的地社会责任 (DSR) 背景下消费者参与社交媒体交流的情况知之甚少。本研究以刺激-有机体-反应模型为基础，探讨了影响通过特定社交网站生成有关 DSR 问题的电子口碑 (eWOM) 意图的因素。这项研究包括游客的社会参与、公民行为、感知 DSR、对感知 DSR 的情绪反应以及对帖子的情绪作为解释变量，以调查特定的行为意图作为结果。作者根据对西班牙 Facebook 用户的在线调查设计了一项研究。实证检验证实了大多数假设的影响，除了游客的帮助行为对分享帖子意图的影响之外。