Few studies have explored the stakeholder conflict from the perspective of hotelier and/or travel agency; however, this study has aimed to investigate stakeholder conflict from the perspective of guests, and its effects on guests’ satisfaction and behavioral intentions while ex-amine mediating factor of guests ’perceived value, which has not been examined empirically before. Since no scale could be found that measures guests’ perceived stakeholder conflict factors (PSCF) arose from unsatisfactory relationship between accommodation establishments and tour operators/travel agencies, this study conceptualized PSCF and developed a scale for assessing this conflict and its outcomes. Through careful instrument development process, four sub-dimensions and 17 items of PSCF were identified. Thereafter, the study empirically tested the conceptual model by conducting survey study to collect data. The mediation effects obtained indicated that guests ‘perceived value mediated the effects of the PSCF on guest satisfaction and behavioral intentions associated with the accommodation businesses. The instrument is demonstrated to have good suitability, validity, and reliability. Applying the scale of PSCF enabled the identification of the two consequences of guests' satisfaction and behavioral intentions. Limitations, recommendations for future research and managerial implications are provided.

This research examines the customer engagement on social media platforms in the tourism industry and its effect on customer loyalty through the mediated effect of customer trust. Furthermore, the moderating role of product learning is investigated on the hypothesized relationships. Data was collected from guests in 5 stars hotels in Kyrenia region in Northern Cyprus. In this study, out of the 459 collected surveys, only 419 were analyzed due to missing or incomplete data. The analysis conducted here followed the two step approach for structure equations modelling. Firstly, a confirmato-ry factor analysis was appraised to prepare data for structural model. Then the structural model helped shape our direct hypothesis testing, before analyzing the mediating and moderating impacts. The data provided evidence to link customer interactions on social media with trust and loyalty (Hypotheses 1-3) while trust revealed a mediating effect between interaction and loyalty. Finally, product learning did have an empowering impact on the relationship between interaction and trust.