What kind of UGA is effective for heritage tourism marketing? Matching effects of human elements and review types

User-generated advertising (UGA) is critical to heritage tourism marketing. However, there is a research gap on the impact mechanism of UGA essential elements. Through three scenario experiments, this study explored the matching effects between human elements and review types in UGA of heritage sites and discussed these effects on potential tourists’ online interactive behaviours. The findings revealed that (1) graphics with human elements are more effective when paired with subjective experience reviews, while graphics without human elements are better suited for cultural attribute reviews. (2) Matching effects positively influence potential tourists’ online interactive behaviours, and psychological distance and awe play mediating roles in this influencing process. Our work provides significant insights for heritage tourism advertising marketing and contributes to the tourism advertising research framework and the marketing competitiveness of heritage sites.