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The Impact of User-Generated Content (UGC) on Traveler Lodging Intention: Special Reference to Travel Lodges in Sri Lanka

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dc.contributor.author Chandrasiri, S. C. M. M.
dc.contributor.author Wijesundara, Bimali
dc.date.accessioned 2024-09-12T06:57:28Z
dc.date.available 2024-09-12T06:57:28Z
dc.date.issued 2021
dc.identifier.citation Chandrasiri, S. C. M. M.; Wijesundara, Bimali (2021), The Impact of User-Generated Content (UGC) on Traveler Lodging Intention: Special Reference to Travel Lodges in Sri Lanka, 5th Student Research Conference in Marketing (SRCM 2021), Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka. Page 38 en_US
dc.identifier.uri http://repository.kln.ac.lk/handle/123456789/28436
dc.description.abstract With the effect of emerging social media, UGC has brought a new perspective by enabling social media users to communicate with or share their thoughts with social media networks. Social media users are also sharing their experience regarding the services and products which they consume. Hence, the quality of the service like travel lodge and hotel can be described after experiencing the service because of the intangibility of that service, UGC regarding travel lodges has a significant impact on consumers purchase intention or booking intention. Therefore, this study aims to examine the effect of UGC on travelers lodging intentions. The researcher built the hypotheses to test the relationship based on the conceptual model developed by the researcher. The convenience sampling method was used to select 266 respondents who has visited travel lodges in the previous 24 months and actively using social media. Findings revealed a positive relationship between UGC and purchase intention. It has been found that Attitude towards UGC, the need for information, and the usefulness of information have a significant positive impact on logging intention. Further in this study researcher has found that the usefulness of the information has a mediating effect on the relationship between UGC and lodging intention. This study provides the reference for marketers to clearly understand the effect of UGC in social media on travelers’ lodging intention and valuable insights for marketers, where they can revamp their marketing strategies for success. en_US
dc.publisher Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka en_US
dc.subject Attitude towards UGC, Lodging Intention, Sri Lanka, Usefulness of Information, User Generated Content (UGC) en_US
dc.title The Impact of User-Generated Content (UGC) on Traveler Lodging Intention: Special Reference to Travel Lodges in Sri Lanka en_US


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