The influential role of hotel-generated content on social media

Abstract

Purpose This study aims to determine how hotel-generated content (HGC) on official social media accounts influences booking intention by considering the mediating role of three key constructs: user evaluations of the perceived quality of information, engagement and brand attitude. Design/methodology/approach A total of 834 valid online questionnaires were collected to empirically test the measurement and structural model using a partial least square path modeling approach. Findings Although HGC does not have a direct effect on booking intention, this construct has a positive influence on both the perceived quality of information and engagement, which in turn positively influence booking intention. In addition, greater engagement generates a positive attitude, which increases booking intention. Originality/value This study represents a new step in understanding the influence of HGC on tourist behavior by extending research on guests’ decision-making processes and empirically demonstrating the chain of related influences that begins with HGC to promote booking intention.