User-generated content (UGC) in social media is emerging as a major determinant of travel intention. This study examines the influence of Instagram and YouTube UGC on the travel decision-making of Gen Z. The study also investigates the mediating roles of destination image and content credibility in travel decisions. A quantitative and causal research design has been used in the study, and data were collected from 300 university and college students through an online questionnaire. To test the proposed hypotheses, descriptive statistics, correlation analysis, regression models, and mediation analysis were used. The findings reveal that Instagram UGC affects travel decisions only indirectly through destination image and credibility. indicating full mediation. However, YouTube UGC demonstrates both direct and indirect effects. This suggests that YouTube has a stronger impact on persuading travel decisions of Gen Zs because of its immersive and informative format. Destination image was found to be the dominant mediator, and credibility further strengthened trust and reduced uncertainty across both platforms. The study also contributes to the literature of digital tourism by comparing the influence pathways of Instagram and YouTube and presenting an integrated model of Gen Z travel behaviour.
Kumar et al. (Thu,) studied this question.