Akademik Veri Yönetim Sistemi
JOURNAL OF INFORMATION & OPTIMIZATION SCIENCES, cilt.47, sa.3, ss.1115-1129, 2026 (ESCI)
The advent of Web 2.0 has ushered in an era of heightened online networking and self-expression, significantly influencing the travel industry through the proliferation of Social Networking Sites (SNSs) and User-Generated Content (UGC). This study examines the multifaceted role of UGC within the travel planning process, acknowledging its emergence as a powerful form of online word-of-mouth marketing. By synthesizing existing research on tourism, technological advancements, and Web 2.0, this paper explores how travellers produce, utilize, and are influenced by various forms of UGC (text, pictures, videos, and audio) at different stages of their decision-making journey-pre-trip information search, during-trip experiences, and post-trip evaluations. The research delves into the motivations behind UGC creation and consumption, highlighting the increasing consumer trust in peer-generated content over traditional brand messaging. It further investigates the impact of technological advancements, particularly the rise of smartphones and social media platforms, in facilitating the creation and dissemination of travel-related UGC. Finally, the study considers the implications of UGC for hospitality and tourism organizations, emphasizing its potential to shape destination perceptions, influence booking decisions, and foster a more interactive and experiential tourism landscape.