This study examines the effect of social media sharing on tourism destination brand awareness and destination natural and service quality and also examines the moderating roles of country of origin (COI; macro and micro) image on destination natural and service quality. Data were collected from 568 domestic and international tourists who have visited Alanya, Turkey. Relationships in the study were examined through structural equation modeling. As one of the components of social media sharing, participant sharing positively affects destination brand awareness, whereas any significant effect of nonparticipant sharing on destination brand awareness was not found. Destination brand awareness positively influences tourist perceptions of both destination service quality and destination natural quality. COI image moderates most of the relationships.

中文翻译：

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社交媒体共享对目的地品牌意识和目的地质量的影响

这项研究考察了社交媒体共享对旅游目的地品牌意识，目的地自然和服务质量的影响，并考察了原籍国（COI；宏观和微观）图像对目的地自然和服务质量的调节作用。数据来自568位访问过土耳其阿拉尼亚的国内外游客。通过结构方程模型检查了研究中的关系。作为社交媒体共享的组成部分之一，参与者共享对目的地品牌认知产生积极影响，而未发现非参与者共享对目的地品牌认知的任何重大影响。目的地品牌意识会积极影响游客对目的地服务质量和目的地自然质量的看法。COI图像可缓和大多数关系。