Examining the Impact of User-Generated Content on Environmentally Responsible Travel Behaviour

In this digital era, the process of searching and sharing information, including travel experiences, among internet users has improved. Through the advancement of new technology, social media, along with its interactive features, has become a valuable platform for internet users to communicate and start an engagement. One of the special characteristics of social media is user-generated content (UGC). Through this transformation, users can freely upload their own content and share it with others via numerous social media platforms, including Facebook, Instagram, TikTok, and YouTube. In the case of sustainability behaviour, research about the influence of UGC on travellers’ responsible environmental behaviour is relatively new, insufficient, and requires further attention. Thus, to fulfil the gaps, this study aims to examine the influence of UGC on travellers’ environmental concerns, environmental attitudes, and responsible environmental behaviour. Based on a cross-sectional design and a self-administered survey, this study collected 259 responses from local tourists in the Klang Valley, Malaysia. The main target sample consists of individuals who are actively involved in nature-based activities. For analysis purposes, this study employs the Partial Least Squares-Structural Equation Modelling (PLS-SEM). The research findings reveal that UGC is a significant external driver for travellers’ environmental concern and environmental attitudes. Moreover, both environmental concern and environmental attitudes were found to significantly contribute to the development of travellers’ responsible environmental behaviour. In conclusion, the research findings emphasize that essential for tourism authorities, including the Destination Management Organisations (DMOs), to integrate social media and leverage UGC in promoting sustainable practices among travellers.

User-generated content, environmental concern

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