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

Abstract

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 Thus, one-way communication between the brands and customers has been replaced by a dynamic and interactive exchange.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