University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik, konst och samhälle

Author: Natalie Lindgren; [2021]

Keywords: UGC; SOR; EVM;

Abstract: UGC has become an important part of traveling both for the companies and for the travellers themselves. The topic is currently at its forefront of research, which makes the area of study even more relevant. Followed by the development of social media in the corporate world and especially its major part in the everyday life of Generation Y. The competition has become tougher among the destinations since social media, a positive online image has, therefore, become essential on these platforms due to the new ways of obtaining information in a previsiting setting. Instagram is an attractive platform for generation Y and the main channel for tourist to publish their visual word-of-mouth experience after a travel. The concept has its own name called, UGC which together with the consumers perceptions of it has been studied in this thesis. The purpose of the study was to see a comparison between the differences of perceived -usefulness, - credibility and -authenticity based on DMOC and UGC. Moreover, how the participants respond concerning the intention to visit Vienna based on an illustrated destination image of UGC or DMOC. The conceptual S-O-R-model was implemented to illustrate how the input of destination image, became a process of perceptions and outcome of intentions belongs together like a common thread. A quantitative study approach was applied with the strategy of Experimental vignette methodology (EVM), to formulate and illustrated the experiment also, to obtain empirical data which later was analyzed and defined the result. Additionally, the study found that there is no significant difference between USG and DMOC in perceived -usefulness, -credibility, and visiting intention. However, findings of perceived authenticity of the destination image demonstrated that UGC communicates a more positive destination image compared to the DMOC regarding perceived authenticity. Moreover, the practical contributions of this study suggest in accordance with previous studies DMO to cooperate with the users and in that way combine UGC with DMOC in the destination presentation.

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