Hetty Karunia Tunjungsari, Vinnie Willyanto, Wong Chee Hoo, Christian Wiradendi Wolor
This study examines the role of UGC in enhancing the destination image and tourist loyalty behavior at UNESCO-listed cultural heritage sites in Indonesia. It explores 1) the influence of UGC on destination image, 2) the impact of destination image on revisit intention, satisfaction, and WOM, and 3) the mediating role of satisfaction in tourist loyalty behavior. Using purposive sampling, 200 Generation Z respondents who visited at least one UNESCO heritage site were surveyed via an online questionnaire. Data was analyzed using SEM with SmartPLS 4. The findings reveal that emotional UGC positively and significantly impacts destination image, while factual UGC has a negative and non-significant effect. Destination image positively influences revisit intention and satisfaction but has no significant effect on WOM. Satisfaction successfully mediates the relationship between destination image and revisit intention, as well as WOM. This research contributes to understanding the impact of UGC on cultural tourism and offers insights for promoting Indonesia's heritage sites through social media, emphasizing emotional UGC to strengthen destination image and tourist loyalty. ©2025 The authors.
Faculty of Economics and Business, Universitas Tarumanagara, Jakarta, 11440, Indonesia; Faculty of Business and Communications, Inti International University, Nilai, 71800, Malaysia; Faculty of Economics and Business, Universitas Negeri Jakarta, Jakarta, 13220, Indonesia
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