Citation

Yap, Yee Yann and Tan, Siow Hooi and Tan, Booi Chen and Tan, Siow Kian (2026) Sustaining traveler engagement through user-generated content platforms: determinants of satisfaction and continuance intention in digital tourism and hospitality services. Cogent Business & Management, 13 (1). ISSN 2331-1975

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Abstract

User-generated content (UGC) platforms have become essential tools for engaging travelers in tourism and hospitality services. Sustaining traveler engagement beyond initial interaction, however, remains a challenge for tourism operators. Guided by the Information Systems Continuance Model, this study examines how technological factors (ease of use, interactivity, personalization, and usefulness) and psychological factors (trust, and enjoyment) influence traveler satisfaction and continuance intention toward UGC platforms. Data were collected from 281 Free Independent Travelers (FITs) in Malaysia and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings show that all determinants significantly enhance satisfaction, which subsequently drives continuance intention. Importance–Performance Map Analysis identifies enjoyment, usefulness, and personalization as priority areas for managerial focus. This study contributes to tourism and hospitality research by applying the IS Continuance Model to a tourism context, providing novel empirical insights into digital traveler engagement, and offering practical recommendations for tourism operators to strengthen relationship management and co-create value in smart tourism ecosystems. The findings are relevant for both local and international practitioners aiming to enhance digital engagement strategies.

Item Type:	Article
Uncontrolled Keywords:	Continuance intention, digital tourism, hospitality marketing
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Management (FOM)
Depositing User:	Ms Rosnani Abd Wahab
Date Deposited:	05 Jun 2026 06:10
Last Modified:	05 Jun 2026 06:10
URII:	http://shdl.mmu.edu.my/id/eprint/16032

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