The role of quality of UGC & attitude of users on perceived interactivity on their purchase intentions in the tourism industry in Sri Lanka.

Abstract

The impact of quality of User-generated content and attitudes are perceived via the purchase intentions and interactivity in the Sri Lankan tourism sector. Emphasizing on 5-star hotels, a quantitative survey was adopted with the enhancement of UGC by Perceived interactivity and user attitudes that direct to the consumers purchase behaviour. For decision-making purposes theories such as, Source Credibility, planned behaviour and Interactive media has been emphasized in the digital environment which builds the importance in creating engagement to influence travellers booking decisions. Recommendations include enhancing UGC design, leveraging peer reviews and utilizing interactive digital platforms. The research focuses on the significant gaps and offers strategic insights for marketers in luxury tourism.