FROM DIGITAL INFLENCE TO MEDICAL TRAVEL DECISION INTENTION: THE MEDIATING ROLE OF DESTINATION TRUST IN USER-GENERATED CONTENT

This study aims to examine how user-generated content (UGC) influences medical travel decision intention and to explore the mediating role of destination trust in this relationship. The research seeks to clarify the psychological mechanisms through which digital social influence shapes potential travelers' choices in a high-risk medical tourism context. A quantitative research design was adopted using a structured questionnaire administered to potential international travelers. Out of 517 distributed questionnaires, 209 valid responses were retained for structural equation modeling (CB-SEM) using IBM SPSS Amos 22 to test the conceptual model and evaluate the indirect paths. The empirical findings reveal that user-generated content exerts a significant positive effect on both destination trust and medical travel decision intention. Furthermore, destination trust acts as a crucial full mediating mechanism connecting UGC to behavioral intention, demonstrating that online peer-generated information reduces perceived risk and uncertainty during destination selection. Theoretically, this study integrates multiple perspectives to show that trust is more influential than raw information in high-stakes decisions, while contributing to geographical diversity by incorporating the Algerian context. Practically, the findings suggest a necessary strategic shift from traditional promotional marketing to experience-based marketing. Destination managers and healthcare stakeholders in Algeria should invest in digital transparency, patient evaluations, and structured trust-building systems similar to those in established destinations like Turkey. From a geographical standpoint, UGC reshapes the spatial mental image of destinations, indicating that digital presence now competes with physical distance in redirecting international patient flows. Ultimately, effectively leveraging UGC and managing online reputation are key to strengthening destination competitiveness and fostering health-tourism clusters.