Understanding the influence of user-generated content on tourist loyalty behavior in a cultural World Heritage Site

User-generated content (UGC) significantly shapes tourist loyalty at UNESCO World Heritage Sites, particularly by enhancing destination image and satisfaction. Research on Kulangsu, a historic international settlement in China, found that both factual and emotional UGC positively influence perceived value, with emotional UGC having a stronger impact. The study reveals that UGC indirectly drives tourist loyalty through its effects on destination image and satisfaction, highlighting the power of online narratives in shaping visitor behavior. Data from domestic tourists were analyzed to examine structural relationships between UGC, destination image, satisfaction, revisit intention, and word-of-mouth publicity.

Xu, H., Cheung, L. T. O., Lovett, J., Duan, X., Pei, Q., & Liang, D. (2021). Understanding the influence of user-generated content on tourist loyalty behavior in a cultural World Heritage Site. Tourism Recreation Research, 48(2), 173–187. https://doi.org/10.1080/02508281.2021.1913022