From desktop to destination: User-generated content platforms, co-created online experiences, destination image and satisfaction


Lam, Jason M. S. and Ismail, Hishamuddin and Lee, Sean (2020) From desktop to destination: User-generated content platforms, co-created online experiences, destination image and satisfaction. Journal of Destination Marketing and Management, 18. pp. 1-13. ISSN 2212-571X

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Although value co-creation concept has captured much interest, especially in the tourism and hospitality fields, limited empirical studies have been conducted to explore the complexity of experience value co-creation process in the online tourism review platform context. The current study will fill the research gap by proposing user-generated platforms as a contributor to the online co-creation process (platform engagement: pre-travel) and how this co-creation experience enhances a travel destination's image and, subsequently, impacts on the travel experience (destination engagement: at-travel). It employs a holistic model which incorporates platform-use experience, platform co-creation experience, travel destination image, and overall destination satisfaction. A total of 342 surveys were collected from travellers in Kuala Lumpur, Malaysia. Structural equation modelling analysis showed that perceived usefulness, perceived ease-of-use, aesthetics and homophily were important determinants for platform co-creation experience. Positive and significant relationships also existed between platform co-creation experience and cognitive and affective images. These images were also found to influence respondents' travel satisfaction. These findings contribute to a better theoretical understanding of the role that UGC platform use experiences play in the overall platform co-creation experience, and how this impacts on destination image formation and subsequently, satisfaction. Managerial implications, limitations and suggestions for future studies are also discussed.

Item Type: Article
Uncontrolled Keywords: User-generated content
Subjects: Z Bibliography. Library Science. Information Resources > ZA3038-5190 Information resources (General) > ZA4050-4775 Information in specific formats or media
Divisions: Faculty of Business (FOB)
Depositing User: Ms Suzilawati Abu Samah
Date Deposited: 11 Oct 2021 05:12
Last Modified: 11 Oct 2021 05:12


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