The impact of UGC on hotel brand image

The development of new media technology continues to promote the transformation and upgrading of the hotel industry, and UGC has become one of the driving forces affecting the development of the hotel industry. Consumers turn into content producers and release UGC content through new media means to shape different hotel images, which brings opportunities and challenges for hotel branding. Therefore, analyzing the impact of UGC on hotel brand image plays an important role in enhancing hotel competitiveness. This paper adopts the literature research method to sort out the current hotel image shaped by UGC content in the hotel industry, with its problems, and explore how the hotel industry can actively respond to the opportunities and challenges, so as to provide a feasible basis for the high-quality development of the hotel industry.