User Generated Content impacts Tourism Management: Identifying the impact of the access to UGC on Behavioral Intentions of the tourists in Pakistan

Abstract

The purpose of this research is to find the impact of access of User Generated Content on Behavioral Intentions of the tourists in Pakistan and to further explore the mediating role of Dimension Image (Cognitive and Affective). Previous studies have been conducted with respect to only Cognitive Dimension and none of them in Pakistan. Secondly, the impact of user generated content on the gender is also formulated. Data has been gathered from tourists in Pakistan through online and self-administered questionnaires from via convenience sampling technique. Basic descriptive statistics, Linear Regression and Mediating Process by Andrew Hayes is executed to associate the relationship between accesses to user generated content on behavioral intention with dimension image acting as a mediator in the current research. A sample of 219 respondents from tourists all over Pakistan are selected.