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Third, the existing studies have failed to consider the effects of generational differences
on the impact of interactions with social media on travel satisfaction, especially in
emerging markets like Vietnam.
This study attempts to fill the research gaps by using the COBRA model to examine
the varying degrees of interactions with social media, with the aim of advancing the
theoretical understanding of digitally mediated tourism experiences while providing
practical implications for tourism stakeholders.
2. Literature review and research framework development
2.1. Literature review
2.1.1. Social media interaction in tourism contexts
Social media has significantly changed tourism experiences by influencing how
tourists access information, interact with hosts, and evaluate their trips. Beyond being
information sources, social media also “enable ongoing social interaction, self-expression,
and experience reconstruction during and after the trip” (Xiang & Gretzel, 2010). Studies
show that user-generated content and online interactions can shape tourists’ perceptions,
emotions, and satisfaction (Munar & Jacobsen, 2014).
Recent research views tourism experiences as a dynamic process that continues
after the trip, when tourists reinterpret and relive their journeys through sharing photos,
writing reviews, and receiving online feedback (Kim & Fesenmaier, 2017; Li et al., 2022).
However, the influence of social media is not entirely positive: while online engagement
may enhance emotional involvement, excessive focus on capturing and sharing moments
can reduce tourists’ sense of presence and affect the quality of their experiences (Dinhopl
& Gretzel, 2016).
2.1.2. Levels of social media interaction: The COBRA perspective
The COBRA framework proposed by Muntinga et al. (2011) explains social media
engagement through three levels: content consumption, contribution, and creation. In
tourism, consumption includes passive activities such as reading reviews or viewing travel
photos; contribution involves interactions like liking, commenting, or sharing; while
creation refers to producing and posting personal travel content. Higher engagement
levels encourage deeper reflection on travel experiences, stronger emotional attachment,
and greater perceived value, which ultimately enhance tourist satisfaction (Schivinski et
al., 2016; Ba & Song, 2022).
2.1.3. Positive emotions as a mechanism linking social media interaction and
satisfaction
Positive emotions play an important role in post-trip evaluation and tourist
satisfaction. According to the Broaden-and-Build Theory by Fredrickson (1998, 2001,
2002), positive emotions broaden cognitive processes and strengthen psychological
resources. In tourism, these emotions experienced during a trip can be recalled and
amplified through social media interactions, where positive feedback, social recognition,
and emotional support help reinforce memories and improve overall tour evaluation
(Chen et al., 2021; Li et al., 2022). In such a way, positive emotions act as a mediator
between social media interactions and tourist satisfaction.
2.1.4. Generational differences in social media-driven tourism experiences
Although different generations show distinct behaviors, motivations, and
interaction levels on social media, younger generations tend to engage more in
collaborative interactions, while older generations focus more on information
consumption and communication. These differences suggest that emotional responses

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