Highlighting eTrust in the linkage between user-generated videos and travel destination behavioral intention

Purpose This study explores the impact of social media user-generated videos' (UGV) attributes, including aesthetics and credibility, on electronic trust, electronic word-of-mouth intention (eWOM) and travel destination choice intention among Generation Z. Design/methodology/approach The research framework is grounded in the Source Credibility Theory (SCT), and the Stimulus-Organism-Response (S-O-R) model to explain how content characteristics and trust mechanisms shape eWOM and travel destination choice intention. A quantitative research method was employed, collecting data from 532 Generation Z respondents through an online survey. Findings Results indicate that aesthetics and credibility of UGVs positively influence eTrust, which in turn motivates eWOM and travel destination choice intentions. This study contributes to the academic literature by highlighting the unique role of credibility and aesthetics of UGVs in shaping travel behavioral intentions through the mediator of eTrust in the UGV content. Practical implications These findings provide practical insights for travel destination managers and marketers to design effective digital marketing strategies targeting Generation Z in the digital era. Originality/value This study contributes to the field of tourism by extending the understanding of the role that credibility and aesthetics of UGVs platforms have on travel destination choice intention and electronic word of mouth intention, highlighting the important mediating role of eTrust in the UGV content. This study also confirms the applicability of the SCT and S-O-R model in this research context.