User-Generated Content in Tourism: Could it impact Brand Equity and Intention to Visit?

Abstract

The Internet has changed communication and created significant challenges for the tourism and hospitality sectors. Due to the abundance of tourist destinations available, competition is fierce. Therefore, destinations must devise strategies to set themselves apart and strengthen customer brand equity by providing informative and engaging content on digital platforms, specifically social media, with millions of users. Web 2.0 allows users to generate and distribute information through user-generated content and e-word-of-mouth as trustworthy sources for tourist information that can significantly influence travellers' decision-making process. Therefore, businesses must share pertinent information and incentivize online customer feedback on social media platforms where ideas and opinions are highly valued. These can influence a potential tourist's decision to visit, which makes them critical to destination promotion. Effective communication is essential in shaping consumer opinion and fostering strong customer relationships. This study analyses whether user-generated content impacts brand equity and visitation intentions. It utilized a quantitative approach, using a survey to collect data from tourists and potential tourists of Portugal's Central Region. The sample size consisted of 515 participants. The collected data was then analyzed statistically with the assistance of Smart PLS 3.3.2 software. Based on the results, it was found that user-generated content has an impact on destination awareness, perceived quality, and intention to visit.