User-generated content in Web 2.0 and Desti-'Nation' brand perceptions: an empirical analysis of Incredible India branding

Although destination management and marketing has received increased research attention over the past few years, limited research till date have examined the impact of Web 2.0 interactions on the destination perceptions of tourists, particularly in the context of emerging destinations. The current research aims to fill this gap by empirically exploring how user-generated content in social media influence the destination brand perceptions of potential tourists. The study was conducted in the backdrop of the Incredible India campaign, which was a venture for nation branding by the Ministry of Tourism and Culture of Government of India. Results of a structural equation modelling using 280 samples collected using an online questionnaire through Amazon Mechanical Turk (MTurk) revealed that UGC had a positive significant effect on the destination brand perceptions of potential visitors. The study also provides theoretical and practical implications which can aid in better tourism management of emerging destinations.