Share, like, travel

: the influence of user generated content on the destination image

Abstract

The purpose of this study is to investigate the impact of user-generated content (UGC) on both the cognitive and affective dimensions of the destination image among non-visitors, employing the Stimulus-Organism-Response (S-O-R) as the theoretical framework. The objective of this dissertation is to investigate how different thematic focuses of UGC affect perception and examine the moderating role of social media use in the relationship between internal psychological processes and destination image. To achieve this research objective, a quantitative study is conducted in the form of an online survey of 140 participants, with user-generated content about Tromsø from TikTok, serving as the foundation. The data was analyzed using SPSS software. The results show that UGC has a positive effect on both the cognitive and affective Destination Image. These findigs could offer valuable insights for destination marketers into how UGC triggers emotional and cognitive responses, shaping the perception of destination image formation among non-visitors.

Date of Award	31 Jan 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Helena Rodrigues (Supervisor)