@article{ART003263724},
author={Xuan Xu and YoungSoo Choi},
title={The Influence of Social Media User-Generated Content on Tourism Decision-Making: Perceived Value as a Mediator and Tourism Experience as a Moderator},
journal={Industry Promotion Research},
issn={2466-1139},
year={2025},
volume={10},
number={4},
pages={499-509},
doi={10.21186/IPR.2025.10.4.499}
TY - JOUR
AU - Xuan Xu
AU - YoungSoo Choi
TI - The Influence of Social Media User-Generated Content on Tourism Decision-Making: Perceived Value as a Mediator and Tourism Experience as a Moderator
JO - Industry Promotion Research
PY - 2025
VL - 10
IS - 4
PB - Industrial Promotion Institute
SP - 499
EP - 509
SN - 2466-1139
AB - With the proliferation of social media, user-generated content (abbreviated as UGC) has become increasingly vital in tourism decision-making. This study constructs a mediating model of "UGC→perceived value→tourism decision-making" and introduces tourism experience as a moderating variable to explore its role in UGC's influence on perceived value. A total of 331 valid responses were collected through questionnaire surveys, and regression analyses as well as mediation and moderation effect tests were performed using SPSS 26.0.Results indicate: (1) UGC significantly influences tourism decision-making; (2) Perceived value partially mediates this relationship; (3) The usefulness, timeliness, and interactivity of UGC indirectly influence tourism decision-making through perceived value; (4) Tourism experience positively moderates the effect of UGC on perceived value. Based on these findings, destination managers are advised to optimize content design on social media platforms, enhance user engagement, and develop differentiated communication strategies tailored to tourists with varying experiential levels to effectively improve their value perception and behavioral intention.
KW - Social Media;User-Generated Content(UGC);Tourism Decision-Making;Perceived Value;Tourism Experience
DO - 10.21186/IPR.2025.10.4.499
ER -
Xuan Xu and YoungSoo Choi. (2025). The Influence of Social Media User-Generated Content on Tourism Decision-Making: Perceived Value as a Mediator and Tourism Experience as a Moderator. Industry Promotion Research, 10(4), 499-509.
Xuan Xu and YoungSoo Choi. 2025, "The Influence of Social Media User-Generated Content on Tourism Decision-Making: Perceived Value as a Mediator and Tourism Experience as a Moderator", Industry Promotion Research, vol.10, no.4 pp.499-509. Available from: doi:10.21186/IPR.2025.10.4.499
Xuan Xu, YoungSoo Choi "The Influence of Social Media User-Generated Content on Tourism Decision-Making: Perceived Value as a Mediator and Tourism Experience as a Moderator" Industry Promotion Research 10.4 pp.499-509 (2025) : 499.
Xuan Xu, YoungSoo Choi. The Influence of Social Media User-Generated Content on Tourism Decision-Making: Perceived Value as a Mediator and Tourism Experience as a Moderator. 2025; 10(4), 499-509. Available from: doi:10.21186/IPR.2025.10.4.499
Xuan Xu and YoungSoo Choi. "The Influence of Social Media User-Generated Content on Tourism Decision-Making: Perceived Value as a Mediator and Tourism Experience as a Moderator" Industry Promotion Research 10, no.4 (2025) : 499-509.doi: 10.21186/IPR.2025.10.4.499
Xuan Xu; YoungSoo Choi. The Influence of Social Media User-Generated Content on Tourism Decision-Making: Perceived Value as a Mediator and Tourism Experience as a Moderator. Industry Promotion Research, 10(4), 499-509. doi: 10.21186/IPR.2025.10.4.499
Xuan Xu; YoungSoo Choi. The Influence of Social Media User-Generated Content on Tourism Decision-Making: Perceived Value as a Mediator and Tourism Experience as a Moderator. Industry Promotion Research. 2025; 10(4) 499-509. doi: 10.21186/IPR.2025.10.4.499
Xuan Xu, YoungSoo Choi. The Influence of Social Media User-Generated Content on Tourism Decision-Making: Perceived Value as a Mediator and Tourism Experience as a Moderator. 2025; 10(4), 499-509. Available from: doi:10.21186/IPR.2025.10.4.499
Xuan Xu and YoungSoo Choi. "The Influence of Social Media User-Generated Content on Tourism Decision-Making: Perceived Value as a Mediator and Tourism Experience as a Moderator" Industry Promotion Research 10, no.4 (2025) : 499-509.doi: 10.21186/IPR.2025.10.4.499
