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李若菡
LiuTing Yao
國際旅遊與管理學院
國際款待與旅遊業管理碩士學位課程 (英文學制)
碩士
The Influential Role of UGC in Social Media Marketing A Study of Influencing Destination Image and Tourist Satisfaction
The Influential Role of UGC in Social Media Marketing A Study of Influencing Destination Image and Tourist Satisfaction
用户生成内容（UGC），社会影响理论（SIT），使用与满足理论（U&G），目的地形象，游客满意度
UGC, Social Influence Theory (SIT), Uses and Gratifications Theory (U & G), Destination image, Tourist satisfaction
社交媒体的迅速普及改变了目的地营销的动态，用户生成的内容（UGC）成为游客感知和满意度的关键驱动力。本研究通过社会影响理论（SIT）和使用与满足理论（U&G）的综合视角，调查了UGC对目的地形象（认知和情感维度）和游客满意度的影响。采用定量方法，通过结构化问卷收集了中国城市200名活跃社交媒体用户的数据。
偏最小二乘结构方程模型（PLS-SEM）显示，UGC驱动的感知满足显著增强了认知和情感目的地形象，情感形象完全介导了感知满足和游客满意度之间的关系。内部化（SIT）成为感知满足的最强预测因子，而识别没有显着的直接影响。研究结果强调了情感参与在塑造满意度中的核心地位，通过弥合SIT和U&G框架提供了理论进步。实际上，这项研究强调了目的地营销人员需要优先考虑价值一致的UGC策略来放大情感共鸣。限制包括地理特异性和抽样限制，为跨文化和纵向研究提供了途径。
偏最小二乘结构方程模型（PLS-SEM）显示，UGC驱动的感知满足显著增强了认知和情感目的地形象，情感形象完全介导了感知满足和游客满意度之间的关系。内部化（SIT）成为感知满足的最强预测因子，而识别没有显着的直接影响。研究结果强调了情感参与在塑造满意度中的核心地位，通过弥合SIT和U&G框架提供了理论进步。实际上，这项研究强调了目的地营销人员需要优先考虑价值一致的UGC策略来放大情感共鸣。限制包括地理特异性和抽样限制，为跨文化和纵向研究提供了途径。
The rapid proliferation of social media has transformed the dynamics of destination marketing, with user - generated content (UGC) emerging as a critical driver of tourists’ perceptions and satisfaction. This study investigates the impact of UGC on destination image (cognitive and affective dimensions) and tourist satisfaction through the integrated lens of Social Influence Theory (SIT) and Uses and Gratifications Theory (U & G). Adopting a quantitative approach, data were collected from 200 active social media users in urban China via a structured questionnaire. Partial Least Squares Structural Equation Modeling (PLS - SEM) revealed that UGC - driven perceived gratifications significantly enhance both cognitive and affective destination images, with affective image fully mediating the relationship between perceived gratifications and tourist satisfaction. Internalization (SIT) emerged as the strongest predictor of perceived gratifications, while identification showed no significant direct effect. The findings underscore the centrality of emotional engagement in shaping satisfaction, offering theoretical advancements by bridging SIT and U & G frameworks. Practically, this study highlights the need for destination marketers to prioritize value-aligned UGC strategies to amplify affective resonance. Limitations include geographic specificity and sampling constraints, suggesting avenues for cross - cultural and longitudinal research.
2025
英文
99
Acknowlegements III
Abstract V
List of Figures VIII
List of Tables IX
Chapter One Introduction 1
1.1 Background 1
1.2 Research Objectives 3
1.3 Research Questions 4
1.4 Research Significance 6
1.4.1 Theoretical Significance 6
1.4.2 Practical Significance 7
Chapter Two Literature Review 9
2.1 User - generated Contents (UGC) 9
2.2 Social Influence Theory (SIT) 11
2.3 Uses and Gratifications Theory (U & G) 15
2.3.1 The Correlation Mechanism Between the SIT (Identification, Internalization, Compliance) and Users’ perceived gratifications 19
2.4 Tourist Satisfaction 22
2.5 Destination Image 24
2.5.1 The Relationship Between Destination Image, Users’ perceived gratifications and Tourist Satisfaction 25
Chapter Three Methodology 29
3.1 Conceptual Model and Research Hypotheses 29
3.1.1 Conceptual Model 29
3.1.2 Research Hypotheses 29
3.2 Location and Sampling 30
3.2.1 Location 30
3.2.2 Sampling 31
3.3 Questionnaire Design 33
3.4 Data Analysis 34
3.4.1 Reliability and Validity Analysis 34
3.4.2 Factor Analysis 35
3.4.3 PLS - SEM 36
3.5 Pilot Study 38
3.5.1 Pilot Study Design 38
3.5.2 Analysis of Pilot Study Data 39
Chapter Four Results 44
4.1 Description of the distribution of sample features 44
4.1.1 Demographic characteristics 44
4.1.2 Behavioral characteristics 45
4.2 Reliability and Validity Analysis 46
4.2.1 Convergent Validity and Composite Reliability 46
4.2.2 Discriminant Validity 49
4.3 Path Analysis 51
4.4 Mediation Effect Test 52
4.5 Summary 55
Chapter Five Discussions and Implications 57
5.1 Discussions 57
5.1.1 Differences in Social Influence Processes 57
5.1.2 Dual Pathways of Destination Image 58
5.1.3 Complete Mediation Mechanism of Satisfaction 60
5.1.4 The Core Role of Affective Image and the Digital Transformation of Tourism Experience 60
5.1.5 Theoretical Integration and Interdisciplinary Implications 61
5.2 Implications 62
5.2.1 Theoretical Implications 62
5.2.2 Practical Implications 63
Chapter Six Limitations and Future Recommendations 66
6.1 Limitations 66
6.2 Future Recommendations 68
References 70
Curriculum Vitae 87
Appendices 88
Abstract V
List of Figures VIII
List of Tables IX
Chapter One Introduction 1
1.1 Background 1
1.2 Research Objectives 3
1.3 Research Questions 4
1.4 Research Significance 6
1.4.1 Theoretical Significance 6
1.4.2 Practical Significance 7
Chapter Two Literature Review 9
2.1 User - generated Contents (UGC) 9
2.2 Social Influence Theory (SIT) 11
2.3 Uses and Gratifications Theory (U & G) 15
2.3.1 The Correlation Mechanism Between the SIT (Identification, Internalization, Compliance) and Users’ perceived gratifications 19
2.4 Tourist Satisfaction 22
2.5 Destination Image 24
2.5.1 The Relationship Between Destination Image, Users’ perceived gratifications and Tourist Satisfaction 25
Chapter Three Methodology 29
3.1 Conceptual Model and Research Hypotheses 29
3.1.1 Conceptual Model 29
3.1.2 Research Hypotheses 29
3.2 Location and Sampling 30
3.2.1 Location 30
3.2.2 Sampling 31
3.3 Questionnaire Design 33
3.4 Data Analysis 34
3.4.1 Reliability and Validity Analysis 34
3.4.2 Factor Analysis 35
3.4.3 PLS - SEM 36
3.5 Pilot Study 38
3.5.1 Pilot Study Design 38
3.5.2 Analysis of Pilot Study Data 39
Chapter Four Results 44
4.1 Description of the distribution of sample features 44
4.1.1 Demographic characteristics 44
4.1.2 Behavioral characteristics 45
4.2 Reliability and Validity Analysis 46
4.2.1 Convergent Validity and Composite Reliability 46
4.2.2 Discriminant Validity 49
4.3 Path Analysis 51
4.4 Mediation Effect Test 52
4.5 Summary 55
Chapter Five Discussions and Implications 57
5.1 Discussions 57
5.1.1 Differences in Social Influence Processes 57
5.1.2 Dual Pathways of Destination Image 58
5.1.3 Complete Mediation Mechanism of Satisfaction 60
5.1.4 The Core Role of Affective Image and the Digital Transformation of Tourism Experience 60
5.1.5 Theoretical Integration and Interdisciplinary Implications 61
5.2 Implications 62
5.2.1 Theoretical Implications 62
5.2.2 Practical Implications 63
Chapter Six Limitations and Future Recommendations 66
6.1 Limitations 66
6.2 Future Recommendations 68
References 70
Curriculum Vitae 87
Appendices 88
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