Impact of User Generated Content on Brand Awareness in Tourism Industry of Pakistan

Abstract

This research is around user generated content (Independent Variable) and its effect on brand image (Dependent Variable) and perception of tourist (Dependent Variable) and how it is to be favorable for tourism of Pakistan. User Generated Content is the new way of branding and doing marketing on social media and different transformed channels. This study is made entirely on finding the effect and courting of user generated content material and marketing the perception which will be favorable to the tourism industry. The sample size that altered into used for this research is 246, and to accumulate the statistics from 246 respondents the questionnaire created on Google form and distributed through social medium to acquire maximum out of it. After that, this data of responses were examined through the procedure of SPSS and a few calculations were carried out in it. According to the test analysis reliability the questionnaire used aimed at the readings is fairly dependable, the threshold standards are set to be more than 0.7 and the result values are way exceeding than this. Then afterward the test functional was correlation, researchers put on this to check the connection between the variables that there might be a huge effect or not. As per the founded results, there's a favorable correlation between the variables. Then the assessment applied was multivariant analysis due to the fact the studies has established multiple variables that is why regression evaluation cannot be implemented and the only-manner multivariant take a look at implemented and it indicates the extensive effect of independent variable on established variables. The suggestions that the researchers can get from this research to further research on this topic is to interrupt the content advertising into greater particular variables to evaluate the impact of the variables closely and use distinctive platforms like web to go into distinctive domain of research and examine the effect of content marketing to carry the visitors trafic to their websites of tourism. This study additionally discusses the quality of the content data and avoids the huge amount of the content