The impact of user-generated content (ugc) on tourists’ intention to choose a destination: A factual survey in HCM CITY

The internet has developed intensely over decades which can allow people to share their opinions more openly. Thus, one-way communication between the brands and customers has been replaced by a dynamic and interactive exchange. In this new paradigm, consumers are no longer passive recipients of mark...

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Tác giả chính: Hà Phương Thảo
Đồng tác giả: Ngô Hoàng Thảo Trang
Định dạng: Research Paper
Ngôn ngữ:English
Thông tin xuất bản: University of Economics Ho Chi Minh City 2024
Chủ đề:
Truy cập trực tuyến:https://digital.lib.ueh.edu.vn/handle/UEH/71756
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spelling oai:localhost:UEH-717562024-08-30T20:01:58Z The impact of user-generated content (ugc) on tourists’ intention to choose a destination: A factual survey in HCM CITY Hà Phương Thảo Ngô Hoàng Thảo Trang Vũ Xuân Hồng Minh Ngô Thị Thanh Thùy Destination Intention Travel User-generated content (UGC) The internet has developed intensely over decades which can allow people to share their opinions more openly. Thus, one-way communication between the brands and customers has been replaced by a dynamic and interactive exchange. In this new paradigm, consumers are no longer passive recipients of marketing messages. Instead, they actively participate in shaping the narrative around products and brands. Therefore, User-generated content (UGC) has emerged as a driving force in this transformation, empowering consumers to contribute their perspectives, experiences, and recommendations, especially in the Tourism industry. Primary data was collected through a structured questionnaire from 287 respondents in Ho Chi Minh city, using a 5-point Likert scale. The fundamentals of this paper is to examine the relationships between many factors of UGC considered by tourists (Perceived Usefulness, Perceived Ease of Use, Subjective Norms towards Using UGC) then determine the mediating effects of Attitudes towards UGC on Intention to choose a destination. The significance of this study is that unlike many previous studies which focused heavily on constructing theoretical frameworks with less attention to their practical application in the real world, this study aims to bridge the gap between theoretical frameworks and practical applications. Key findings are expected to contribute to academic understanding and provide actionable insights for destination marketers, local businesses, tour organizers, and policymakers 2024-08-26T04:10:15Z 2024-08-26T04:10:15Z 2024 Research Paper https://digital.lib.ueh.edu.vn/handle/UEH/71756 en Giải thưởng Nhà nghiên cứu trẻ UEH 2024 reserved 74 p. University of Economics Ho Chi Minh City
institution Đại học Kinh tế Thành phố Hồ Chí Minh
collection DSpaceUEH
language English
topic Destination
Intention
Travel
User-generated content (UGC)
spellingShingle Destination
Intention
Travel
User-generated content (UGC)
Hà Phương Thảo
The impact of user-generated content (ugc) on tourists’ intention to choose a destination: A factual survey in HCM CITY
description The internet has developed intensely over decades which can allow people to share their opinions more openly. Thus, one-way communication between the brands and customers has been replaced by a dynamic and interactive exchange. In this new paradigm, consumers are no longer passive recipients of marketing messages. Instead, they actively participate in shaping the narrative around products and brands. Therefore, User-generated content (UGC) has emerged as a driving force in this transformation, empowering consumers to contribute their perspectives, experiences, and recommendations, especially in the Tourism industry. Primary data was collected through a structured questionnaire from 287 respondents in Ho Chi Minh city, using a 5-point Likert scale. The fundamentals of this paper is to examine the relationships between many factors of UGC considered by tourists (Perceived Usefulness, Perceived Ease of Use, Subjective Norms towards Using UGC) then determine the mediating effects of Attitudes towards UGC on Intention to choose a destination. The significance of this study is that unlike many previous studies which focused heavily on constructing theoretical frameworks with less attention to their practical application in the real world, this study aims to bridge the gap between theoretical frameworks and practical applications. Key findings are expected to contribute to academic understanding and provide actionable insights for destination marketers, local businesses, tour organizers, and policymakers
author2 Ngô Hoàng Thảo Trang
author_facet Ngô Hoàng Thảo Trang
Hà Phương Thảo
format Research Paper
author Hà Phương Thảo
author_sort Hà Phương Thảo
title The impact of user-generated content (ugc) on tourists’ intention to choose a destination: A factual survey in HCM CITY
title_short The impact of user-generated content (ugc) on tourists’ intention to choose a destination: A factual survey in HCM CITY
title_full The impact of user-generated content (ugc) on tourists’ intention to choose a destination: A factual survey in HCM CITY
title_fullStr The impact of user-generated content (ugc) on tourists’ intention to choose a destination: A factual survey in HCM CITY
title_full_unstemmed The impact of user-generated content (ugc) on tourists’ intention to choose a destination: A factual survey in HCM CITY
title_sort impact of user-generated content (ugc) on tourists’ intention to choose a destination: a factual survey in hcm city
publisher University of Economics Ho Chi Minh City
publishDate 2024
url https://digital.lib.ueh.edu.vn/handle/UEH/71756
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