Percorrer por autor "Aksionova, Evelina"
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- The impact of user-generated content in shaping the image of tourist destination across different generationsPublication . Aksionova, Evelina; Correia, Ricardo; Mendonça, Vítor; Fontes, RutaThe rise of social media and online review platforms has given travelers a platform to share their experiences and opinions about destinations, accommodations, and attractions which can influence the perception of a destination among potential visitors. The paper suggests a framework for future empirical research that considers different generations as a moderator variable between User-Generated Content (UGC) and the image of tourist destinations. This is based on the idea that different generations have different preferences, expectations, and attitudes toward travel, which can influence how they perceive and react to UGC. Overall, this paper contributes to the growing body of literature on the impact of UGC on the tourism industry. By proposing a model that considers generational differences, it highlights the importance of understanding the diverse preferences and attitudes of travelers in shaping the image of tourist destinations.
- User-generated content’s influence on tourist destination image: a generational perspectivePublication . Correia, Ricardo; Aksionova, Evelina; Venciute, Dominyka; Sousa, João; Fontes, RutaPurpose– This study aims to examine the moderating role of generational identity in the relationship between user-generated content (UGC) and tourist destination image. It seeks to unveil the differential impact of UGC on the cognitive and affective dimensions of tourist destination image across generational cohorts: Generation Z, Millennials and Generation X. Design/methodology/approach– This study has an experimental design. It used online surveys to gather data from 317 participants recruited through social media channels. Participants were presented with both positive and negative UGC, and their responses were measured using cognitive and affective scales. Findings– This study reveals that UGC significantly affects both the cognitive and affective dimensions of the destination image. However, the impact on the cognitive aspect is moderated by generational differences, with distinct variations observed across Generation Z, Millennials and Generation X. No significant generational moderation was found for the affective dimension, indicating a universal influence of UGC on emotional perceptions of destinations. Practical implications– The findings suggest that marketers should tailor their communication strategies to the generational characteristics of their target audience, especially concerning the cognitive aspects of destination marketing. However, for affective appeals, a uniform strategy could be applied across generations, simplifying the approach for emotional marketing content. Originality/value– This research contributes to the extant literature by highlighting the importance of generational segmentation in the strategic marketing of tourism destinations. It extends the discourse to generational analysis, providing a more granular understanding of the interactions between tourists and UGC.