Role of User Generated Content in Destination Image Formation

This paper is a humble effort on bringing together the ideas and research findings of different intellectuals and researchers with respect to formation of destination image. Special emphasis is put on the role of the internet, specifically User Generated Content (UGC), in formation of destination image.Design/Methodology/Approach: This paper uses review of literature from various sources that are relevant to the subject of study. The literature is selected based on the availability, language (English), accessibility, and relevancy to the topic.Findings: The rise in use of User Generated Content (UGC) platforms as source of information is influential in formation of destination image. This phenomenon has gained attention from research communities, leading to the use of numerous research methods to study the relationship between User Generated Content (UGC) and destination image.Research Limitations/Implications: The research is limited to certain literature from a limited database. Exhaustive literature review would lead to more concrete idea of the trend flowing from the role of conventional destination image formation agents to the role of User Generated Content (UGC) in the formation of a destination image.Practical Implications: The importance of User Generated Content (UGC) in formation of destination image can be realized by various stakeholders of tourism. The list of qualitative and quantitative research methods along with the tools applied to study the phenomenon enables the researcher in comparing and deciding about appropriate research method and tools for further research.Originality/Value: The originality of the paper remains in the attempt to draw the attention of research community towards the shift of research interest from conventional methods of measuring destination image to the new platforms of measuring destination image