THE IMPACT OF UGC ON CONSUMER LOYALTY IN ONLINE TRAVEL SERVICES: THE ROLE OF PERSONALIZATION

This study examines how User-Generated Content (UGC) affects consumer loyalty in online travel services, focusing on the role of personalized experiences. A model was developed with UGC aspects (quantity, quality, interactivity) as independent variables, personalized experience as a mediator, and consumer loyalty as the dependent variable. Analysis of 495 questionnaires using SPSS 27.0 showed that UGC positively impacts loyalty, with personalized experience partially mediating this relationship and also directly enhancing loyalty. Recommendations include optimizing UGC management and leveraging data for personalized recommendations. The research extends the understanding of UGC's impact on loyalty and offers practical strategies for OTS platforms.