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Unleashing the Power of User-Generated Content: Emphasize the significance of UGC in the co-creation of destination marketing strategies

Li, Yuxin LU and Gu, Lingxuan LU (2024) BUSN39 20241
Department of Business Administration
Abstract
Research Aim
This thesis explores the role of user-generated content (UGC) in destination marketing,
specifically focusing on Harbin, China. It aims to understand how UGC on social media,
particularly Douyin, influences Harbin's destination image and the motivations behind content creation.

Methodology
A mixed-method approach was employed, combining netnography and semi-structured
interviews. The netnography involved observing behaviors and content related to Harbin tourism on Douyin. Semi-structured interviews were conducted with young travelers who visited Harbin between 2023 and May 2024.

Findings
The findings indicate that UGC significantly enhances Harbin's destination image by showcasing travel ease, local authenticity,... (More)
Research Aim
This thesis explores the role of user-generated content (UGC) in destination marketing,
specifically focusing on Harbin, China. It aims to understand how UGC on social media,
particularly Douyin, influences Harbin's destination image and the motivations behind content creation.

Methodology
A mixed-method approach was employed, combining netnography and semi-structured
interviews. The netnography involved observing behaviors and content related to Harbin tourism on Douyin. Semi-structured interviews were conducted with young travelers who visited Harbin between 2023 and May 2024.

Findings
The findings indicate that UGC significantly enhances Harbin's destination image by showcasing travel ease, local authenticity, and friendliness. Douyin's features, such as comments and hashtags, facilitate extensive user engagement, which helps shape Harbin’s image. The motivations for creating UGC include expertise, consumer capital, time, experiential benefits, self-worth, and status.

Research Implications
The theoretical contributions of this research expand the framework of consumer co-creation
motivations and highlight the role of UGC in destination marketing. Practically, the study offers recommendations for Destination Marketing Organizations (DMOs) on leveraging UGC and
forming strategic platform partnerships. Future research should consider larger sample sizes, exploring various social media platforms, and examining different cultural contexts. (Less)
Please use this url to cite or link to this publication:
author
Li, Yuxin LU and Gu, Lingxuan LU
supervisor
organization
course
BUSN39 20241
year
type
H1 - Master's Degree (One Year)
subject
keywords
User-generated content (UGC), destination image, Harbin, Douyin, co-creation, social media, destination marketing
language
English
id
9165747
date added to LUP
2024-06-25 13:23:15
date last changed
2024-06-25 13:23:15
@misc{9165747,
  abstract     = {{Research Aim
This thesis explores the role of user-generated content (UGC) in destination marketing,
specifically focusing on Harbin, China. It aims to understand how UGC on social media,
particularly Douyin, influences Harbin's destination image and the motivations behind content creation.

Methodology
A mixed-method approach was employed, combining netnography and semi-structured
interviews. The netnography involved observing behaviors and content related to Harbin tourism on Douyin. Semi-structured interviews were conducted with young travelers who visited Harbin between 2023 and May 2024.

Findings
The findings indicate that UGC significantly enhances Harbin's destination image by showcasing travel ease, local authenticity, and friendliness. Douyin's features, such as comments and hashtags, facilitate extensive user engagement, which helps shape Harbin’s image. The motivations for creating UGC include expertise, consumer capital, time, experiential benefits, self-worth, and status.

Research Implications
The theoretical contributions of this research expand the framework of consumer co-creation
motivations and highlight the role of UGC in destination marketing. Practically, the study offers recommendations for Destination Marketing Organizations (DMOs) on leveraging UGC and
forming strategic platform partnerships. Future research should consider larger sample sizes, exploring various social media platforms, and examining different cultural contexts.}},
  author       = {{Li, Yuxin and Gu, Lingxuan}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Unleashing the Power of User-Generated Content: Emphasize the significance of UGC in the co-creation of destination marketing strategies}},
  year         = {{2024}},
}