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and satisfaction outcomes from post-trip social media interactions may vary across
generations. However, tourism studies often treat tourists as a homogeneous group and
overlook generational moderation effects, particularly in emerging destinations like
Vietnam. Therefore, examining generational differences is necessary to better understand
variations in social media–based tourist experiences.
2.1.5. Definition and classification of generational cohorts
In this study, generational cohorts refer to groups of people born within a similar
time period and who share similar socio-historical experiences that influence their values,
attitudes, and behavior patterns. The term "generation" is commonly used in sociology
and consumer behavior studies to describe differences in perceptions and behavior
between various age groups of people.
There is no universal agreement on the exact birth-year ranges of generations,
especially for the most recent cohorts such as Generation Z and Generation Alpha, as
different institutions and researchers may define them differently.
In this study, the cohorts are defined as follows: Baby Boomers (1946-1964),
Generation X (1965-1980), Millennials/Generation Y (1981-1996), Generation Z (1997-
2012), and Generation Alpha, defined here as those born between 2010 and 2011 (Pew
Research Center, 2019; McCrindle, 2009). Ethical considerations are also addressed
because Generation Alpha participants may be under 18, requiring attention to informed
consent, voluntary participation, anonymity, and guardian permission.
2.2. Research framework development
2.2.1. Social media interaction and positive emotions
Theoretically grounded in the COBRA framework and Broaden-and-Build Theory,
social media interaction is likely to inspire positive emotions by encouraging the
recollection of experience, self-expression, and social connectedness. Consuming content
exposes tourists to emotionally evocative narratives and visual cues, whereas
contributing and creating content requires more intense levels of engagement and self-
referential processing, thus being more apt to yield positive effect.
Research Question 1: How do different levels of social media interaction
(consumption, contribution, creation) relate to the emergence of positive emotions after
travel?
2.2.2. Social media interaction and tourist satisfaction
Beyond emotional responses, social media interaction may have a further direct
impact on tourist satisfaction as post-trip and perceived experiential value are shaped.
Posting and sharing of content related to travel enables tourists to re-evaluate their
experiences, personal memories are validated through social feedback, and meaningful
aspects of the trip are reaffirmed.
Research Question 2: In what ways do different forms of social media interaction
influence tourists’ perceived satisfaction after travel?
2.2.3. The mediating role of positive emotions
In support of the Broaden-and-Build theory, positive emotions function as a
psychological mechanism that links social media interaction to tourist satisfaction.
Positive effects arising from social media interactions support cognitive appraisal and
memory reconstruction, leading to more favorable evaluations of tourism experiences.
Research Question 3: How do positive emotions contribute to the formation of travel
satisfaction in the post-trip stage?

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