Marketing AnalyticsConsumer Behavior
Northwestern Polytechnical University
The purpose of this study is to investigate the impact of user-generated content (UGC) on intention to select a travel destination (ISTD) in the context that Internet users passively access to travel-related UGC. The paper further examines the mediating role of desire to visit a travel destination (DVTD), destination image, attitude toward visiting a travel destination (AVTD), and envy. This study developed a theoretical model on the basic of existing literature and empirical studies on consumer behavior and UGC. An online questionnaire was used to organize empirical research, and the structural equation model (SEM) method was employed to test the data of 407 respondents. The empirical results suggest that passive access to travel-related UGC (PAU) positively influences ISTD, DVTD, AVTD, and envy. Destination image significantly impacts DVTD, AVTD, and ISTD. DVTD, AVTD, and envy positively affect ISTD. DVTD, AVTD, and envy mediate the relationship between PAU and ISTD. This paper enriches the online consumer behavior research by contributing a predictive model of influence process of the exposure to UGC on user’s intention in the background of tourism industry.
Thao Thanh Thi NguyenShurong Tong