ISSN: 2222-6990
Open access
Social networking sites have a significant influence on the user’s behaviors. Previous researches related to social media and tourism focused on social media’s role that it plays in the whole process of travel. Social media usually plays an influential part in the whole process of deciding the pre-trip phase. The information associated with the tourism destinations has a substantial impact on satisfaction of the customers having access to social media. This topic is emerging, so the literature is limited in investigating the existing relationship that is between tourism and social media. This study aims to figure out how user-generated content (UGC) influence the tourist’s satisfaction in the pre-trip period in Pakistan. The quantitative survey method used and through online surveys data collected from social media (Facebook) users who were the members of the Facebook tourism groups in Pakistan. The results showed that UGC has a strong influence on tourist’s satisfaction in the pre-purchase period. People get satisfied with the user-generated content in pre-trip phase. The satisfaction of the consumers in the pre-purchase period of tourism plays a significant role in the tourism market. This research will help the tourism market and Users who generate content for social media in better understanding the user’s behaviors in the pre-purchase period of tourism.
Agnihotri, R., Dingus, R., Hu, M. Y., & Krush, M. T. (2016). Social media: Influencing customer satisfaction in B2B sales. Industrial Marketing Management, 53, 172-180.
Altinay, Z., Saner, T., Bahçelerli, N. M., & Altinay, F. (2016). The role of social media tools: accessible tourism for disabled citizens. Journal of Educational Technology & Society, 19(1), 89-99.
Ayeh, J. K., Au, N., & Law, R. (2013). “Do we believe in TripAdvisor?” Examining credibility perceptions and online travelers’ attitude toward using user-generated content. Journal of Travel Research, 52(4), 437-452.
Bhattacherjee, A. (2001). An empirical analysis of the antecedents of electronic commerce service continuance. Decision Support Systems, 32(2), 201-214.
Bigne, J. E., Sanchez, M. I., & Sanchez, J. (2001). Tourism image, evaluation variables and after purchase behaviour: inter-relationship. Tourism management, 22(6), 607-616.
Casaló, L. V., Flavián, C., & Guinalíu, M. (2011). Understanding the intention to follow the advice obtained in an online travel community. Computers in Human Behavior, 27(2), 622-633.
Di Minin, E., Tenkanen, H., & Toivonen, T. (2015). Prospects and challenges for social media data in conservation science. Frontiers in Environmental Science, 3, 63.
Fotis, J. N., Buhalis, D., & Rossides, N. (2012). Social media use and impact during the holiday travel planning process: Springer-Verlag.
Fowler, K. A. (2019). # tourism: the influence of social media on satisfaction with visitor experiences in Churchill, Manitoba.
Giglio, S., Bertacchini, F., Bilotta, E., & Pantano, P. (2019). Using social media to identify tourism attractiveness in six Italian cities. Tourism management, 72, 306-312.
Hausmann, A., Toivonen, T., Slotow, R., Tenkanen, H., Moilanen, A., Heikinheimo, V., & Di Minin, E. (2018). Social media data can be used to understand tourists’ preferences for nature?based experiences in protected areas. Conservation Letters, 11(1), e12343.
Hua, L. Y., Ramayah, T., Ping, T. A., & Jun-Hwa, C. (2017). Social Media as a Tool to Help Select Tourism Destinations: The Case of Malaysia. Information Systems Management, 34(3), 265-279.
Kang, M., & Schuett, M. A. (2013). Determinants of sharing travel experiences in social media. Journal of Travel & Tourism Marketing, 30(1-2), 93-107.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.
Kim, S.-E., Lee, K. Y., Shin, S. I., & Yang, S.-B. (2017). Effects of tourism information quality in social media on destination image formation: The case of Sina Weibo. Information & Management, 54(6), 687-702. doi:https://doi.org/10.1016/j.im.2017.02.009
Költringer, C., & Dickinger, A. (2015). Analyzing destination branding and image from online sources: A web content mining approach. Journal of business research, 68(9), 1836-1843. doi:https://doi.org/10.1016/j.jbusres.2015.01.011
Kwak, H., Lee, C., Park, H., & Moon, S. (2010). What is Twitter, a social network or a news media? Paper presented at the Proceedings of the 19th international conference on World wide web.
Lachlan, K. A., Spence, P. R., Edwards, A., Reno, K. M., & Edwards, C. (2014). If you are quick enough, I will think about it: Information speed and trust in public health organizations. Computers in Human Behavior, 33, 377-380.
Leung, D., Law, R., van Hoof, H., & Buhalis, D. (2013). Social Media in Tourism and Hospitality: A Literature Review. Journal of travel & tourism marketing, 30(1-2), 3-22. doi:https://doi.org/10.1080/10548408.2013.750919
Li, M., Cai, L. A., Lehto, X. Y., & Huang, J. (2010). A missing link in understanding revisit intention—The role of motivation and image. Journal of travel & tourism marketing, 27(4), 335-348.
Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism management, 29(3), 458-468.
Luo, M. M., Chea, S., & Chen, J.-S. (2011). Web-based information service adoption: A comparison of the motivational model and the uses and gratifications theory. Decision Support Systems, 51(1), 21-30.
Martilla, J. A., & James, J. C. (1977). Importance-performance analysis. Journal of marketing, 41(1), 77-79.
Mkono, M., & Tribe, J. (2017). Beyond reviewing: Uncovering the multiple roles of tourism social media users. Journal of travel research, 56(3), 287-298.
Munar, A. M., & Jacobsen, J. K. S. (2014). Motivations for sharing tourism experiences through social media. Tourism Management, 43, 46-54.
Narangajavana Kaosiri, Y., Callarisa Fiol, L. J., Moliner Tena, M. A., Rodríguez Artola, R. M., & Sanchez Garcia, J. (2019). User-generated content sources in social media: A new approach to explore tourist satisfaction. Journal of Travel Research, 58(2), 253-265.
Nezakati, H., Amidi, A., Jusoh, Y. Y., Moghadas, S., Aziz, Y. A., & Sohrabinezhadtalemi, R. (2015). Review of social media potential on knowledge sharing and collaboration in tourism industry. Procedia-social and behavioral sciences, 172, 120-125.
Sema, P. (2013). Does social media affect consumer decision-making?
Senders, A., Govers, R., & Neuts, B. (2013). Social media affecting tour operators' customer loyalty. Journal of travel & tourism marketing, 30(1-2), 41-57.
Siddiqui, S., & Singh, T. (2016). Social media its impact with positive and negative aspects. International Journal of Computer Applications Technology and Research, 5(2), 71-75.
Sigala, M., & Marinidis, D. (2009). Exploring the transformation of tourism firms’ operations and business models through the use of web map services. Paper presented at the European and Mediterranean conference on information systems.
Simms, A., & Gretzel, U. (2013). Planning a vacation using social media: Influences of demographic, psychographic, and trip-related characteristics. Paper presented at the Proceeding of The 20th IFITT International Conference on Information Technology and Travel & Tourism, ENTER 2013.
Turcotte, J., York, C., Irving, J., Scholl, R. M., & Pingree, R. J. (2015). News recommendations from social media opinion leaders: Effects on media trust and information seeking. Journal of Computer-Mediated Communication, 20(5), 520-535.
Utz, S. (2010). Show me your friends and I will tell you what type of person you are: How one's profile, number of friends, and type of friends influence impression formation on social network sites. Journal of Computer-Mediated Communication, 15(2), 314-335.
Xiang, Z., & Gretzel, U. (2010). Role of social media in online travel information search. Tourism Management, 31(2), 179-188.
sdoi:https://doi.org/10.1016/j.tourman.2009.02.016
Yogesh, F., & Yesha, M. (2014). Effect of social media on purchase decision. Pacific Business Review International, 6(11), 45-51.
Yoo, K.-H., & Gretzel, U. (2011). Influence of personality on travel-related consumer-generated media creation. Computers in Human Behavior, 27(2), 609-621.
Zeng, B., & Gerritsen, R. (2014). What do we know about social media in tourism? A review. Tourism Management Perspectives, 10, 27-36.
doi:https://doi.org/10.1016/j.tmp.2014.01.001
In-Text Citation: (Khan et al., 2022)
To Cite this Article: Khan, A., Senin, A. A., Zulfiqar, U., & Ashfaq, J. (2022). Influence of User Generated Content (UGC) on Tourist Satisfaction in Pre-Purchase Period of Tourism in Pakistan. International Journal of Academic Research in Business and Social Sciences, 12(1), 2512–2522.
Copyright: © 2022 The Author(s)
Published by Human Resource Management Academic Research Society (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non0-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode