User-Generated Content on Online Platforms: A Novel Method for Investigating Heritage Destination Value

The concept of perceived value has long been attracting special interest in the diverse tourism literature. Despite this widespread attention, the complexity of the value creation process has rarely been empirically addressed, specifically with regard to online user experiences about heritage tourism on tourism review platforms. This study was aimed at investigating the role of user-generated content (UGC) as a source for user engagement in online processes and explored the value of online review experiences in enhancing the overall perceived value of travel destinations. This study bridged the gap by incorporating an online UGC platform experience framework (from an IT-based model), UGC platform value (online value) and overall perceived value of a heritage destination (destination value). A survey was conducted among 304 international tourists in selected heritage destinations within the vicinity of Georgetown, a UNESCO World Heritage Site in Penang, Malaysia. A structural equation modeling analysis revealed that the value of a UGC platform was determined by its perceived usefulness, while the respondents' overall value of a heritage destination was further influenced by their online review platform experience. The underlying implications, study limitations, as well as suggestions will also be presented.