This study aims to provide empirical evidence of customer participation within tourism company's social media channels/marketing. It has explored what can be done to motivate their engagement intention and engagement behavior. Another purpose of the research is to find out factors which influence customer engagement behavior. Using a qualitative method and subsequent with the semi-structured interview, data were collected from 12 people who are social media user tourist in past year. Findings employ attitude and perceived behavior control from TPB model, self-centered motivation and altruism as the guide to understand motives and its influence factors leading to examine what drives customer engagement behavior. Empirical data shows that customer satisfaction with company and customer trust towards content from company social media channels/marketing is influence their attitude. Both self-centered motivation and altruism motivation are motives behind travel customer engagement when they engage with company social media in tourism & hospitality industry. Future researchers, they may can from a management point of view to investigate how to drive customer engagement with their social media channels/marketing.