Using Social Media and User-Generated Content to Build Trust in Tourism

Using social media and user-generated content (UGC) effectively builds trust in tourism by providing authentic, credible, and engaging information that influences potential travellers' decisions. High-quality UGC, such as reviews, photos, and videos shared by real tourists, enhances trust because it is perceived as more genuine than traditional advertising. This content helps form clearer, rational, and emotional connections with destinations, increasing travel intention and positive attitudes toward visiting.

Key strategies include:

• Encouraging tourists to create and share rich, authentic, and eye-catching content that reflects their real experiences, which helps potential visitors form trustworthy impressions of the destination.

• Leveraging social media platforms’ social attributes by promoting opinion leaders and destination spokespeople who can influence emotional engagement and reinforce trust through their identity and popularity.

• Engaging with travel media and influencers via partnerships facilitated by regional tourism organizations to ensure trustworthy coverage and wider reach, which builds credibility and demand for tourism products and services.

• Monitoring and responding to negative feedback promptly to manage reputation and demonstrate transparency, which can convert negative experiences into positive outcomes and maintain trust.

• Using social media as an interactive channel to share tourism experiences and respond to public inquiries, fostering a sense of community and openness that further builds trust.

Overall, tourism marketers and destination managers should focus on creating an ecosystem where authentic UGC is encouraged, quality content is promoted, and transparent communication is maintained to build and sustain trust among potential travellers.