Role of User-Generated Content and Electronic Word-of-Mouth in Tourism Promotion

User-Generated Content (UGC) and Electronic Word-of-Mouth (eWOM) play critical roles in tourism promotion by providing authentic, relatable, and influential information that shapes travelers' decisions and enhances destination marketing.

UGC, such as photos, videos, and personal travel stories shared on social media platforms like TikTok and Facebook, offers genuine insights into travel experiences. This authenticity helps potential tourists form positive destination images and increases their satisfaction and loyalty, which in turn encourages revisits and recommendations to others (word-of-mouth). For example, campaigns that encourage travelers to share their experiences using specific hashtags create organic, community-driven promotion that can lead to increased bookings and local economic benefits.

eWOM, which refers to the sharing of opinions and experiences online within personal and public networks, significantly influences tourists by reducing their informational disadvantage. Tourists rely heavily on eWOM to evaluate destination attributes such as natural beauty, cultural aspects, and the friendliness of locals, which impacts their overall destination experience and their intention to share their experiences further. This sharing amplifies the reach and credibility of tourism marketing efforts.

Social media platforms serve as powerful channels for both UGC and eWOM. Studies show that tourists, especially younger and educated demographics, spend considerable time on social media for travel planning and decision-making. Platforms like Facebook and TikTok not only facilitate the dissemination of UGC and eWOM but also enable tourism authorities and businesses to engage with travelers directly, leveraging influencer collaborations and user participation to boost destination visibility and appeal.

In summary, UGC and eWOM enhance tourism promotion by:

• Providing authentic, relatable content that builds positive destination images and emotional connections.
• Stimulating tourist satisfaction, loyalty, and revisit intentions through shared experiences.
• Expanding the reach of marketing campaigns via social media virality and community engagement.
• Influencing travel decisions by offering credible, peer-generated information that complements official marketing.

These dynamics underscore the importance of integrating UGC and eWOM strategies into modern tourism marketing to effectively attract and retain tourists.