Research remains scant and ambiguous despite the need to understand better user-generated content (UGC) and its relationship with behavioral outcomes. In this regard, the influence of UGC on two types of visitors' word of mouth (WOM) was examined. In addition, satisfaction as a mediator was tested to gain more insight into the UGC and WOM relationships. Using a sample of 260 visitors (tourists & excursionists) who visited the historical site in China, SmartPLS was used to evaluate the study model and hypotheses. Findings demonstrate that UGC directly and positively affects two types of WOM. The results also show the full mediating of satisfaction impact on the UGC and WOM relationship. Significant theoretical and managerial implications flow from our findings.
Darvishmotevali, M., & Qian, H. (2023). User-generated content, satisfaction, and WOM in the context of cultural/heritage site. In F. Okumus, B. Denizci-Guillet, M. Tuna, & S. Dogan (Eds.), Advances in managing tourism across continents (Vol. 3, pp. 1–8). USF M3 Publishing. https://www.doi.org/10.5038/9781955833097
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial 4.0 License