THE IMPORTANCE OF USER-GENERATED CONTENT IN TOURISM EVENTS FOR CREATING ENGAGEMENT

Abstract

Objective: The objective of this study is to investigate engagement with the aim of knowing the impact that user-generated content has on it.   Theoretical Framework: Laroche et al. (2012) revealed that social networking communities promote shared awareness, society's obligation, rites and traditions, trust, and customer loyalty. A year later, Brodie et al. (2013) specified the reach of consumers in online participation suggesting that consumers with a good level of engagement present greater loyalty.   Method: The methodology adopted for this research comprises Extensive field work was carried out by administering a questionnaire to tourists who visited the events during the holiday week. Data collection was carried out through questionnaires and social network studies.   Results and Discussion: The results obtained revealed the strong relationship between variables, especially between engagement and user generated contents.   Research Implications: The results may be applied and influence practices in the field of tourism and also in other fields.   Originality/Value: The study makes a specific contribution to literature, because the proposed model is innovative especially with the introduction of engagement as a mediator variable, as well as to use and compare two methodologies, questionnaires and Twitter, for the same tourism event.