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In pursuit of better travel decisions, potential tourists are not only exposed to online destination marketing content but are also exposed to user-generated content (UGC) which are based on the subjective evaluation of people's travel experiences. These user-generated contents have been observed to significantly influence tourist travel intentions, vlogs in particular. This paper aims to further our understanding of how tourists perceive user-generated videos and their influence on their travel intentions. A survey was conducted among tourists (n = 274) in Cape Coast Castle, Ghana and analysed using a Partial Least Squares Structural Equation Modelling (PLS-SEM) technique. Results suggest that tourist's perception of user-generated videos in relation to their perceived credibility and perceived fairness influenced their travel intentions.
Adeloye et al. (Sun,) studied this question.
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