USER-GENERATED CONTENT (UGC) AS A MODERATOR SHAPING INVOLVEMENT TOWARD DESTINATION ENGAGEMENT AND DESTINATION CHOICE INTENTION IN ECOTOURISM AMONG MILLENIALS

Abstract

The purpose of this study is to examine how UGC moderate the influence of ecotourism involvement toward ecotourism destination engagement and ecotourism destination choice intention. The mediating effect of ecotourism destination engagement under the moderating influence of UGC was also analyzed in this study. Samples in this research are Millennials since previous research shows the prominent interest of Millennials in doing traveling, but still, they need to be encouraged for ecotourism. Data was collected in Indonesia from four ecotourism destinations which are: Bromo, Baluran, and West Bali National Park, and Bedugul Botanical Garden. Quantitative data was collected purposively from Millennials visiting one of the locations in June 2019, resulting in 231 proper data. Data was analyzed using Andrew Hayes PROCESS model 8, which simultaneously tested all the effects in the structural model. Data analysis shows that UGC are positively significant in moderating ecotourism involvement toward ecotourism destination engagement and ecotourism destination choice intentions. Furthermore, ecotourism destination engagement is significantly mediating ecotourism involvement toward ecotourism destination choice intention. The originality of this research is to fill the gap in the relationship between variables under the moderation of UGC in ecotourism. Methodologically and in data analysis, this research is contributing to using Andrew Hayes PROCESS, which calculates the effect in the structural model simultaneously. Furthermore, the result of this research might contribute to ecotourism stakeholders, especially in strategic managerial decision-making. Using the insight that UGC is significantly moderating involvement in shaping engagement and destination choice intention, managers might not just develop the best product and service, but also encourage visitors to generate good content that would influence future visitors.