The literature on social media marketing (SMM) elucidates how SMM can improve consumer behavior within the tourism industry. However, the lack of empirical examination of the mediating role of behavior attitude is still evident in leisure literature. This study investigated the relative impact of fan page following of beaches on the intention to recommend and revisit by considering the mediation role of positive attitude in these relationships. A convenience sample method was employed to collect data from young customers (18–24 years old). The data was collected from 363 respondents, and structural equation modeling was conducted to test the conceptual model hypotheses. The results reveal that fan page following positively predict positive attitudes and intention to recommend and revisit. Moreover, the results also confirm that a positive attitude mediates the relationships between Instagram fan page following and the intention to recommend and revisit. This research developed a theoretical model to understand how Instagram fan page following might enhance intention to recommend and revisit in the beach context by invoking positive attitudes as a mediator variable in the relationship fan page following and behavior intention.
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