Analysis of Tourist Consumption Behavior in “Social Media Hotspot” Cities Based on User-Generated Content: A Case Study of Xi’an

The rapid growth of social media has transformed tourist consumption behaviors, particularly in “social media hotspot” cities where tourist consumption is influenced not only by traditional tourism resources but also significantly by user-generated content (UGC) on social media. This paper analyzes user-generated content to present a case study of Xi’an, a city renowned for its online presence. It explores how this content on social media shapes tourists’ perceptions, attitudes, and decision-making processes. The analysis delves into how tourists differ in their consumption timing, expectations, and preferences and examines the impact on their perception of consumption information, decision-making processes, and their satisfaction and loyalty. The findings provide new insights into the evolving consumption dynamics in these digitally prominent urban areas.