Abstract
Social networking sites have a significant influence on the user’s behaviors. Previous researches related to social media and tourism focused on social media’s role that it plays in the whole process of travel. Social media usually plays an influential part in the whole process of deciding the pre-trip phase. The information associated with the tourism destinations has a substantial impact on satisfaction of the customers having access to social media. This topic is emerging, so the literature is limited in investigating the existing relationship that is between tourism and social media. This study aims to figure out how user-generated content (UGC) influence the tourist’s satisfaction in the pre-trip period in Pakistan. The quantitative survey method used and through online surveys data collected from social media (Facebook) users who were the members of the Facebook tourism groups in Pakistan. The results showed that UGC has a strong influence on tourist’s satisfaction in the pre-purchase period. People get satisfied with the user-generated content in pre-trip phase. The satisfaction of the consumers in the pre-purchase period of tourism plays a significant role in the tourism market. This research will help the tourism market and Users who generate content for social media in better understanding the user’s behaviors in the pre-purchase period of tourism.
Highlights
Social media’s use is gradually increasing throughout the world (Kim et al, 2017)
Xiang and Gretzel (2010) confirmed that there is a high significance of social media in the process of searching for information associated tourism
Drastic changes were seen in tourism market with the rise in the usage of social media
Summary
Social media’s use is gradually increasing throughout the world (Kim et al, 2017). Online media is well known in exchanging the information and knowledge (Agnihotri et al, 2016). Other than exchange of information people uses social media to clear their doubts and share their interests with others (Luo et al, 2011) This exchange of information and knowledge about others experiences help in pre-purchase period of tourism. Social media apps and content produced on it is considered as an important tool for users in pre-purchase period of travelling (Leung, Law, van Hoof, & Buhalis, 2013). It plays a prominent role in changing the decisions of the users regarding tourism services (Giglio, Bertacchini, Bilotta, & Pantano, 2019). User-generated content increases the satisfaction level of travellers (Fowler, 2019)
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