The impact of UGC on tourism destination: A case study on User-Generated Content (UGC) in Bali, Indonesia
Keywords:
User-Generated Content, Social Word-of-Mouth (SWOM), social media, tourism destinations, digital marketingAbstract
This study investigates the transformative role of User-Generated Content (UGC) on tourism destinations, emphasizing its impact on perceptions, choices, and behaviors of potential tourists. Through case studies and quantitative data, the research illustrates how UGC influences destination image, consumer trust, and market appeal. Detailed examples, such as Instagram Reels campaigns, are analyzed to highlight their effectiveness in destination marketing strategies. Additionally, the paper explores how tourism management adapts to UGC, presenting real-world applications and measurable data. The findings reveal that UGC significantly enhances destination visibility and competitiveness, providing actionable insights for marketers.
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