The effectiveness of emotional and rational user-generated generated contents on tourists’ destination decision: the case of Ho Chi Minh City

Abstract

User Generated Content (UGC) thanks to the development of science, technology, and social networks gradually play an important role in many areas of life. However, there is still a lack of in-depth research on the role of different types of UGC in tourists' decisions, especially in Vietnam. This study carried out measurements of the relationship of the two UGC forms in terms of rational and emotional aspects, and the destination decisions – through perceived values that explore the role of UGC in the decision-making of local tourists' destination choices. The results of the theory test using the structural equation model SEM show that all theories are accepted, in which the relational value of the relationship has the strongest impact on the intention and thus affects the decision. This is perfectly consistent with the human logic that people are vulnerable to information from their relatives. Beyond expanding tourism marketing knowledge with an empirical analysis of two UGC types' impact on tourist psychology, this study empowers tourism marketers with actionable insights to utilize UGC effectively, thereby influencing perceived value and driving desired tourist behavior. Nonetheless, limitations will always exist, and future studies may consider expanding the scope of research and survey subjects.