Author(s)

Kunli Xiao ¹, Xuewei Zhang ¹

Affiliation(s)

¹ Sichuan Institute of Industrial Technology, Deyang, 061800, China

Corresponding Author

ABSTRACT

The development of new media technology continues to promote the transformation and upgrading of the hotel industry, and UGC has become one of the driving forces affecting the development of the hotel industry. Consumers turn into content producers and release UGC content through new media means to shape different hotel images, which brings opportunities and challenges for hotel branding. Therefore, analyzing the impact of UGC on hotel brand image plays an important role in enhancing hotel competitiveness. This paper adopts the literature research method to sort out the current hotel image shaped by UGC content in the hotel industry, with its problems, and explore how the hotel industry can actively respond to the opportunities and challenges, so as to provide a feasible basis for the high-quality development of the hotel industry.

KEYWORDS

CITE THIS PAPER

Kunli Xiao, Xuewei Zhang, The impact of UGC on hotel brand image. Media and Communication Research (2023) Vol. 4: 55-59. DOI: http://dx.doi.org/10.23977/mediacr.2023.040707.

REFERENCES

[1] T Hennig Thurau, KP Gwinner, G Walsh, DD Gremler. Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate what motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 2004, 18 (1): 38-52.
[2] Jingjing Wang, Thinking about Participating in Brand Image Communication Based on Hands [J]. Publishing Wide Angle, 2018 (21): 78-80.
[3] Ge Haiyan. The Influence of UGC Rafters' Characteristics on Users' Brand Perception Based on Mobile Social Networks, Master's Thesis, 2018.
[4] Barreda, A., & Bilgihan, A. (2013). An analysis of user‐generated content for hotel experiences. Journal of Hospitality and Tourism Technology, 4(3), 263-280.
[5] Christodoulides, G., Jevons, C., & Blackshaw, P. (2011). The voice of the consumer speaks forcefully in brand identity: User-generated content forces smart marketers to listen. Journal of advertising research, 51(1 50th Anniversary Supplement), 101-111.
[6] Nusairat, N. M., Alroale, M. A., Al Qeed, M., Al-Gasawneh, J. A., Hammouri, Q., Ahmad, A., & Abdellatif, H. (2021). User-generated content-consumer buying intentions nexus: the mediating role of brand image. Academy of Strategic Management Journal, 20(4), 1-12.

Sponsors, Associates, and Links

• Journal of Language Testing & Assessment
  
  
• Information and Knowledge Management
  
  
• Military and Armament Science
  
  
• Journal of Human Movement Science
  
  
• Art and Performance Letters
  
  
• Lecture Notes on History
  
  
• Lecture Notes on Language and Literature
  
  
• Philosophy Journal
  
  
• Science of Law Journal
  
  
• Journal of Political Science Research
  
  
• Journal of Sociology and Ethnology
  
  
• Advances in Broadcasting