Understanding the influence of user-generated content on tourist loyalty behavior in a cultural World Heritage Site

The emergence of social media has revolutionized tourists’ decision-making processes and behaviours. This study focuses on the effect user-generated content (UGC) tourist loyalty behaviour by examining structural relationships between destination image, satisfaction, revisit intention, word-of-mouth (WOM) publicity. Data were collected from domestic tourists to Gulangyu, a World Heritage Site in China. findings this reveal that UGC indirectly affects influencing image satisfaction. Moreover, results demonstrate factual emotional positively affect perceived value destination, with having greater influence.