The article analyzes the significance of user-generated content (UGC) and its impact on modern tourist decision-making processes in the social media environment. The relevance of the study is based on the rapidly changing tourism industry, in which social media is becoming not only a means of disseminating information, but also a powerful tool that shapes the image of a travel destination, consumer expectations and the value of the travel destination itself. Given that modern travelers increasingly rely on real consumer experiences, authentic reviews and visual recommendations, UGC research is becoming an integral part of tourism science and consumer behavior analysis. The aim of this study is to determine how user-generated content on social networks affects tourists’ decisions when choosing a travel destination. To achieve this goal, the tasks set include clarifying the forms and characteristics of UGC, identifying the factors determining their reliability and analyzing the impact of UGC on decision-making. Methodology. To achieve the research objective, a quantitative study was conducted using a literature review and a questionnaire survey. These methods allowed us to assess both theoretical concepts of UGC and empirical manifestations and their influence on travel decision-making. The questionnaire was designed to assess respondents' awareness of CGC, its use and evaluation, as well as its perceived impact on travel destination choice. Descriptive statistics were used to analyze the collected data. The results reveal that user-generated content has a dual impact on travelers like informational and emotional. Respondents emphasized the importance of authentic information, which they believe is often more reliable than traditional advertising. It was found that positive visual stories and personal experiences can encourage both the emergence of new travel ideas and the adjustment of planned routes. Meanwhile, negative reviews can have a deterrent effect and lead to the cancellation of a trip. Mains conclusions. The results show that UGC functions as a significant catalyst for decision-making, providing travelers with not only information, but also an emotional basis for evaluating a travel destination. This study contributes to a deeper understanding of the role of social networks in the tourism sector and emphasizes the need for tourism organizations to strategically manage their digital image in a dynamic media space.
МЕЙЕРИТЄ-НАРКЕВІЧЄНЕ et al. (Mon,) studied this question.