The impact of user-generated content on tourist visit intentions: The mediating role of destination imagery

This study seeks to investigate the influence of user-generated content (UGC) on tourist visit intentions. This study also aims to explore the mediating role of destination imagery in the relationship between UGC and tourist visit intentions. The findings show that UGC has a significant positive effect on destination imagery and tourist visit intentions. Additionally, destination imagery has a significant positive effect on tourist visit intentions. The mediation analysis results revealed that destination imagery mediates the positive impact of UGC on tourist visit intentions, highlighting its crucial role in shaping tourist behavior. These findings have significant implications for marketing strategies, emphasizing UGC as a key tool for generating compelling destination narratives and increasing tourist engagement. This study contributes to the expanding body of knowledge on digital content's function in tourist marketing and provides meaningful guidance for industry practitioners.