Title: The impact of user generated content on visiting intention to a destination

Authors: Mohammad Al Khasawneh; Shafig Al-Haddad; Leen Abu Salhieh; Hala Katawa; Yousef Alsayyed; Rashed Al Zubi

Addresses: Department of E-marketing and Social Media, King Talal Faculty of Business Technology, Princess Sumaya University for Technology, Khalil Al-Saket St., Amman, Jordan ' Department of E-marketing and Social Media, King Talal Faculty of Business Technology, Princess Sumaya University for Technology, Khalil Al-Saket St., Amman, Jordan ' Department of E-marketing and Social Media, King Talal Faculty of Business Technology, Princess Sumaya University for Technology, Khalil Al-Saket St., Amman, Jordan ' Department of E-marketing and Social Media, King Talal Faculty of Business Technology, Princess Sumaya University for Technology, Khalil Al-Saket St., Amman, Jordan ' Department of E-marketing and Social Media, King Talal Faculty of Business Technology, Princess Sumaya University for Technology, Khalil Al-Saket St., Amman, Jordan ' Department of E-marketing and Social Media, King Talal Faculty of Business Technology, Princess Sumaya University for Technology, Khalil Al-Saket St., Amman, Jordan

Abstract: The main objective of the current study is to measure the impact of user generated content (UCG) on visiting intentions to Jordan. An extensive literature review is conducted to gain a more comprehensive understanding of UCG and visiting intentions. Based on the studied reviewed literature, a theoretical framework is developed, consisting of UCG as an independent variable, four mediating variables (attitude towards visiting Jordan, perceived behavioural control, subjective norms, and destination image), and visiting intentions to Jordan as a dependent variable. In addition, the current study applied a quantitative approach where 285 responses were analysed using the software AMOS. In conclusion, the data analysis concluded that UCG has a positive impact on all the mediators, which in turn has a positive impact on visiting intentions to Jordan. Ultimately, the current study reaches multiple theoretical and practical implications.

Keywords: user generated content; UCG; tourism; theory of planned behaviour; visiting intentions; destination image; Jordan.

DOI: 10.1504/IJTMKT.2022.123903

International Journal of Technology Marketing, 2022 Vol.16 No.3, pp.275 - 299

Received: 11 Jul 2021
Accepted: 25 Oct 2021
Published online: 04 Jul 2022 *

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