THE IMPACT OF GROUP FACEBOOK USER-GENERATED CONTENT ON CONSUMER PURCHASE INTENTION – A CASE IN TOURISM INDUSTRY

Abstract

Consulting social networks has become a common practice for tourists when planning their trips. However, there is a relative scarcity of scientific literature on this topic. The purpose of this study is to test the model of predictors of group Facebook user-generated content on tourists' purchase intention. To accomplish this, online surveys were conducted, gathering data from both tourists and individuals planning to travel. The theory of Planned Behavior and Information Acceptance Model were adapted and empirically examined by using Confirmatory Factor Analysis and Structural Equation Modeling. Results and findings reveal significant and meaningful relationships between various factors of Facebook user-generated content and tourists' purchase intention. Additionally, the study offers practical suggestions for hospitality management, administrative teams, and Facebook businesses to effectively leverage user-generated content for attracting online tourists.

Keywords

• facebook marketing
• ewom travel
• user-generated content
• online group
• travel online