Can relationship marketing of youth hostels nudge customer engagement?

This article investigates the impact of relationship marketing factors—specifically customer satisfaction, trust, affective commitment (AC), and continuance commitment (CC)—on customer engagement among backpackers staying in youth hostels. The study finds that customer satisfaction positively influences trust and both types of commitment, while trust also positively affects AC and CC. Importantly, only affective commitment, which reflects emotional attachment, significantly enhances customer engagement, whereas continuance commitment, based on cost-related considerations, does not show a significant effect. These findings suggest that fostering emotional bonds rather than reliance on practical constraints is key to encouraging active engagement and loyalty among backpackers in youth hostels. The study offers theoretical insights into relationship marketing in the lodging sector and practical recommendations for youth hostel managers to enhance customer engagement through social interaction, personalized services, and loyalty programs.