Resumen de Understanding the influence of user-generated content on tourist loyaltybehavior in a cultural World Heritage Site

Han Xu, Lewis T.O. Cheung, Jon C. Lovett, Xialei Duan, Qing Pei, Dan Liang

• The emergence of social media has revolutionized tourists’decision-making processes andbehaviours. This study focuses on the effect of user-generated content (UGC) on tourist loyaltybehaviour by examining structural relationships between destination image, satisfaction, revisitintention, and word-of-mouth (WOM) publicity. Data were collected from domestic tourists toGulangyu, a World Heritage Site in China. Thefindings of this study reveal that UGC indirectlyaffects tourist loyalty behaviour by influencing destination image and satisfaction. Moreover,the results demonstrate that factual UGC and emotional UGC positively affect tourists’perceivedvalue of the destination, with emotional UGC having a greater influence.