The Role of User-Generated Content on Brand Equity and Intention to Visit

The emergence of the Internet has revolutionized communication and posed notable obstacles for the tourism and hospitality industries. Intense competition among numerous tourist destinations necessitates the development of distinct strategies to enhance customer brand loyalty by delivering informative and compelling content on digital platforms, mainly social media, which boasts millions of users. Effective communication is crucial in shaping consumer perceptions and nurturing robust customer connections. Businesses must disseminate relevant information and encourage online customer feedback on social media platforms where thoughts and viewpoints hold considerable weight. Web 2.0 enables individuals to create and share information through user-generated content and electronic word-of-mouth, serving as reliable sources for tourist-related details that significantly influence travellers’ decision-making processes. These inputs can sway potential tourists’ decisions to visit, making them pivotal in destination marketing efforts. A qualitative methodology was employed during a focus group session to gauge participants’ views regarding user-generated content’s impact on various dimensions of brand equity and their inclination to visit. A case study was conducted in the Central Region of Portugal and focused on Turismo Centro de Portugal. The results revealed that individuals who engage with user-generated content and follow the Tourism Center of Portugal on social media demonstrate increased brand equity and a greater intention to visit. Additionally, those originating from the Portuguese Central Region exhibit a deeper connection and sense of belonging to it.