摘要：The importance “of the Internet on the image formation “process has been widely “recognised by both academic and practitioners. Despite the increasing use of user-generated electronic content as an information source for tourists, its influence on destination image formation is not yet fully understood. In order to bridge this knowledge gap in tourism management, we conducted an empirical study to identify the impact of online user generated reviews on the two dimensions of destination image: affective and cognitive and bahavior intention and mediating role of destination image and UGC. The results of this study showed that UGC has positive effect on cognitive image and non-significate with affective image and behavior intentions. The findings also showed cognitive image mediate the relationship between UGC and BI and affective does not mediate the relationship between UGC and BI. This findings of this will helps researchers, marketers and even governments to understand concepts such as UGC, cognitive and affective dimension of the image and behavior intentions.”.
