THE EFFECT OF ANTECEDENTS THA INFLUENCE TOURIST JOURNEY ENGAGEMENT THROUGH PERCEIVED USER-GENERATED CONTENT IN SOCIAL NETWORK SITES: FACEBOOK

Abstract

The research examines how the perceived motivation of the sender the value of information provided, and user generated content (UGC) affect tourist engagement during their journey on social media sites in context of Facebook. In today's age where online platforms have an impact on tourism UGC is essential in influencing the choices and behaviors of travelers. The study delves into how elements, like quality of user, content, contribute to tourists interacting with UGC at points throughout their travels. In studies on what motivates tourists to engage with social media platforms. The study employs Structural Equation Modeling (SEM) to analyze responses from 289 participants, revealing significant relationships between the motives of creators as perceived by users, the quality of shared content, and the level of interaction among travelers. The findings highlight the importance of trustworthy and emotionally resonant user-generated content (UGC) in enhancing tourist engagement on social media platforms, enabling tourism marketers to refine their strategies. This provides important perspectives on improving content strategies for companies to increase tourist engagement and effectively influence travel choices.