<![CDATA[The post-pandemic recovery of the tourism industry has accelerated digital transformation and intensified the role of social media in shaping consumer behavior. However, limited research has examined how Social Media Marketing Activities (SMMA) influence actual travel package choice among Generation Z in emerging markets. Drawing on the Stimulus–Organism–Response (S-O-R) framework, this study analyzes the effect of SMMA on travel package choice through customer engagement and trust as mediating variables. A quantitative approach was employed through an online survey of 300 Generation Z respondents domiciled in three selected cities in East Java, Indonesia, namely Malang, Surabaya, and Kediri. The respondents had travelled to Bali and had been exposed to travel package promotions on social media. Data were analyzed using SmartPLS 4. The findings reveal that SMMA positively and significantly influences customer engagement and trust. Customer engagement and trust also significantly affect travel package choice and partially mediate the relationship between SMMA and travel package choice. These findings extend the S-O-R framework by showing that social media marketing builds engagement and trust to convert digital audiences into travel package customers.]]>
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