The Impact of XiaoHongShu UGC on Travel Decision-Making of College Students with Different MBTI Personality Types

Abstract

With the continuous advancement of We-Media, consumers are gradually starting to use User-Generated-Content on online social platforms as a reference for their travel decisions. Considering that consumers' subjective attitudes can also influence travel decisions, this study selects XiaoHongShu UGC and college students as research subjects, combining the IAM model, innovatively introducing MBTI theory to analyze the impact of XiaoHongShu UGC on travel decision-making of college students with different MBTI personality types through questionnaire surveys and literature research. The study found that there was no significant difference in the overall agreement degree of XiaoHongShu UGC and its impact on travel decisions among college students with different MBTI personality types, but the agreement degree of UGCs content and perceived value had a predictive effect on how XiaoHongShu UGC influenced the travel decisions of college students. During the analysis process, this study also found several issues regarding XiaoHongShu UGC for college student users, such as low information accuracy, information source credibility, clarity, and emotional resonance. Therefore, this study proposes four suggestions to optimize XiaoHongShu UGC, providing new perspectives for online promotion in the tourism market and filling the gap in related research fields.