The Impact of User-Generated Content on Tourist Visit Intentions: The Mediating Role of Destination Imagery

Khaled M. Aboalganam, Sakher Faisal AlFraihat () and Saeed Tarabieh
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Khaled M. Aboalganam: Faculty of Business, Amman Arab University, Amman 11937, Jordan
Sakher Faisal AlFraihat: Department of Business Administration and Marketing, University of Seville, 41001 Seville, Spain
Saeed Tarabieh: Marketing Department, Mutah University, Alkarak 61621, Jordan

Administrative Sciences, 2025, vol. 15, issue 4, 1-15

Abstract: This study seeks to investigate the influence of user-generated content (UGC) on tourist visit intentions. This study also aims to explore the mediating role of destination imagery in the relationship between UGC and tourist visit intentions. The findings show that UGC has a significant positive effect on destination imagery and tourist visit intentions. Additionally, destination imagery has a significant positive effect on tourist visit intentions. The mediation analysis results revealed that destination imagery mediates the positive impact of UGC on tourist visit intentions, highlighting its crucial role in shaping tourist behavior. These findings have significant implications for marketing strategies, emphasizing UGC as a key tool for generating compelling destination narratives and increasing tourist engagement. This study contributes to the expanding body of knowledge on digital content’s function in tourist marketing and provides meaningful guidance for industry practitioners.

Keywords: user-generated content (UGC); destination imagery (DI); interest in visiting (IIV); tourism marketing (search for similar items in EconPapers)
JEL-codes: L M M0 M1 M10 M11 M12 M14 M15 M16 (search for similar items in EconPapers)
Date: 2025
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