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interacting through expressions, comments, and sharing, as well as creating post-trip
content; corresponding to the three levels of consumption, contribution, and creation in
the COBRA model. The findings from the qualitative research demonstrate that the
COBRA theory is highly relevant to the tourism context in Vietnam, given that its three
behavioral levels are clearly evident in tourists’ social media practices. However, the level
of participation in the practical application of the theory is not uniform and varies
significantly among generational groups. Younger generations are more active in
interacting with the content as well as creating content, thus obtaining high levels of
satisfaction from the tourism experiences.
5. Discussion
The research findings both reinforce and extend prior studies on the role of social
media in tourism. Consistent with Xiang and Gretzel (2010) and Munar and Jacobsen
(2014), social media is conceptualized as a space for interaction and experience
reconstruction. However, in contrast to Kim and Fesenmaier (2017) and Li et al. (2015),
this study demonstrates that for younger generations, digital interaction constitutes a
core component of the tourism experience rather than merely a post-trip extension.
The empirical validation of the COBRA framework (Muntinga et al., 2011; Schivinski
et al., 2016), in line with Ba and Song (2022), confirms that higher levels of engagement
are associated with stronger positive emotional outcomes. Nevertheless, this relationship
is not universal but is moderated by generational differences, as increased engagement
does not necessarily lead to higher satisfaction among older cohorts.
The findings also support the Broaden-and-Build Theory (Fredrickson, 1998, 2001,
2002) and align with Chen, Lehto, and Li (2021), while revealing clear generational
distinctions: older cohorts derive satisfaction primarily from authentic physical
experiences, whereas younger cohorts are more strongly influenced by online feedback.
Contrary to Dinhopl and Gretzel (2016), content creation does not diminish
perceived authenticity among younger generations; instead, it is considered an integral
part of the experience, reflecting a shift in the conceptualization of authenticity.
Furthermore, unlike previous studies suggesting that post-trip sharing merely
reinforces satisfaction, this study finds that, for younger generations, satisfaction is co-
constructed through digital interaction and may even decline in its absence. Overall, the
generational cohort emerges as a key moderating factor, with younger individuals
exhibiting greater dependence on online validation.
From a practical perspective, tourism businesses should adopt generationally
segmented digital communication strategies, encouraging content creation and sustained
engagement among younger cohorts, while providing simple and user-friendly tools for
older groups. This highlights the importance of incorporating generational factors in
understanding and enhancing tourism experience satisfaction in the digital context.
6. Conclusion
6.1. Conclusion
The theoretical contribution of the present study lies in the re-positioning of post-
trip social media interaction as a vital part of the tourism experience and satisfaction
formation. The theoretical extension of the COBRA model, from the traditionally oriented
marketing perspective, underpins the empirical verification of post-experience
consumption, contribution, and content creation as modes of meaning-making rather
than levels of engagement intensity.

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