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

2024-05-21Journal article Open access
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dc.contributor.authorSantos, Sara
dc.contributor.authorFerreira, Sónia
dc.contributor.authorVasconcelos, Maria
dc.date.accessioned2024-12-02T16:21:34Z
dc.date.available2024-12-02T16:21:34Z
dc.date.issued2024-05-21
dc.date.updated2024-11-19T21:26:32Z
dc.description.abstractThe 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.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationSantos, S., Ferreira, S., & Vasconcelos, M. (2024). User-Generated Content in Tourism: Could it impact Brand Equity and Intention to Visit? European Conference on Social Media, 11(1). https://doi.org/10.34190/ecsm.11.1.2271pt_PT
dc.identifier.doi10.34190/ecsm.11.1.2271pt_PT
dc.identifier.issn2055-7221
dc.identifier.issn2055-7213
dc.identifier.slugcv-prod-4178364
dc.identifier.urihttp://hdl.handle.net/10400.19/8664
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.subjectUser-Generated contentpt_PT
dc.subjectBrand equitypt_PT
dc.subjectIntention to visitpt_PT
dc.subjectTourismpt_PT
dc.titleUser-Generated Content in Tourism: Could it impact Brand Equity and Intention to Visit?pt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.issue1pt_PT
oaire.citation.titleEuropean Conference on Social Mediapt_PT
oaire.citation.volume11pt_PT
person.familyNameSantos
person.familyNameFerreira
person.givenNameSara
person.givenNameSónia
person.identifier.ciencia-idBF1C-855D-D6E7
person.identifier.ciencia-id961B-514E-F239
person.identifier.orcid0000-0002-3581-6478
person.identifier.orcid0000-0003-0664-1039
rcaap.cv.cienciaid961B-514E-F239 | Sónia Ferreira
rcaap.rightsopenAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublication28135b98-2988-4645-be18-17209bd8ef98
relation.isAuthorOfPublication2bda986a-1487-41b1-bb7d-5e70731c47cd
relation.isAuthorOfPublication.latestForDiscovery2bda986a-1487-41b1-bb7d-5e70731c47cd

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