The impact of use-generated content on visiting intention to a destination

The main objective of the current study is to measure the impact of user generated content (UCG) on visiting intentions to Jordan. An extensive literature review is conducted to gain a more comprehensive understanding of UCG and visiting intentions. Based on the studied reviewed literature, a theoretical framework is developed, consisting of UCG as an independent variable, four mediating variables (attitude towards visiting Jordan, perceived behavioural control, subjective norms, and destination image), and visiting intentions to Jordan as a dependent variable. In addition, the current study applied a quantitative approach where 285 responses were analysed using the software AMOS. In conclusion, the data analysis concluded that UCG has a positive impact on all the mediators, which in turn has a positive impact on visiting intentions to Jordan. Ultimately, the current study reaches multiple theoretical and practical implications.