Understanding the influence of user-generated content on tourist loyalty behavior in a cultural World Heritage Site

Han Xu, Lewis T.O. Cheung, Jon Lovett, Xialei Duan, Qing Pei, Dan Liang

Research output: Journal article publicationJournal articleAcademic researchpeer-review

28 Citations (Scopus)

Abstract

The emergence of social media has revolutionized tourists’ decision-making processes and behaviours. This study focuses on the effect of user-generated content (UGC) on tourist loyalty behaviour by examining structural relationships between destination image, satisfaction, revisit intention, and word-of-mouth (WOM) publicity. Data were collected from domestic tourists to Gulangyu, a World Heritage Site in China. The findings of this study reveal that UGC indirectly affects tourist loyalty behaviour by influencing destination image and satisfaction. Moreover, the results demonstrate that factual UGC and emotional UGC positively affect tourists’ perceived value of the destination, with emotional UGC having a greater influence.

Original languageEnglish
Pages (from-to)173-187
Number of pages15
JournalTourism Recreation Research
Volume48
Issue number2
DOIs
Publication statusPublished - 2023

Keywords

  • destination image
  • social media
  • tourist loyalty behaviour
  • tourist satisfaction
  • User-generated content

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Cultural Studies
  • Tourism, Leisure and Hospitality Management
  • Management, Monitoring, Policy and Law

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