Earticle

초록

영어

This study explores how different characteristics of travel-related user-generated content (UGC) influence user engagement and behavior on social media platforms. The study identifies Authenticity, Visual Appeal, Informational Usefulness, and Social Proof as key content characteristics that activate Cognitive, Emotional, and Behavioral Engagement. These forms of engagement then affect two significant behavioral outcomes: Travel Intention and User Stickiness. A survey was conducted to gather insights from 305 active social media users across the United States. It was a quantitative cross-sectional study, and platforms such as Qualtrics and CloudResearch were used to connect with participants. The analysis employed Partial Least Squares Structural Equation Modelling (PLS-SEM) through SmartPLS 4, enabling a thorough examination of both measurement and structural relationships. Building on earlier studies that emphasize how characteristics of user-generated content (UGC) influence engagement and behaviors, this research focuses specifically on the tourism industry. The goal of these findings is to explore how different aspects of travel-related user-generated content (UGC) can drive engagement, and how these engagement levels are translated into intentions to travel and ongoing stickiness to social media platforms. The study contributes to the theoretical landscape by presenting a model explaining the relationships among travel-related UGC characteristics and multi-dimensional engagement. The findings provide useful insights for those in tourism marketing, destination management, and social media content creation. The importance of creating authentic, visually appealing, informative, and socially proven user-generated content (UGC) to enhance user engagement and influence behavioral responses was emphasized.

목차

Abstract
Ⅰ. Introduction
Ⅱ. Theoretical Background and Hypothesis
1. User-Generated Content in the Travel and Tourism Context
2. The Role of User Engagement in Social Media
3. The Characteristics of UGC and User Engagement
4. User Engagement and Behavioral Outcomes
Ⅲ. Methodology
1. Research Design and Measurements
2. Common Method Bias and Analytical Strategy
Ⅳ. Results
1. Reliability and Validity of Measurement Model
2. Structural Model and Hypotheses Testing
Ⅴ. Conclusion
Ⅵ. Theoretical and Managerial Implications
Ⅶ. Limitations and Future Research
References

키워드

저자

• Dilmurodjon Akhmedov [ Master’s Student, Digital Business, Inha University ] First Author
• Minsung Kim [ Professor, Marketing, Inha University ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  서비스마케팅저널 [Services Marketing Journal]

• 간기

  반년간

• pISSN

  2005-3207

• 수록기간

  2008~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 326 DDC 380