Social media and user-generated content (UGC) have become key influences on tourist decision-making. This systematic review examines how UGC shapes actual travel behavior by exploring the transition from travel intention to action, the influence of single versus multiple social media platforms, and the impact of different content formats such as reviews, images, videos, and vlogs. The findings suggest that visual and emotionally engaging content, along with multi-platform exposure, significantly increases the likelihood of actual travel. The review also highlights the moderating role of demographic and cultural factors while identifying gaps in longitudinal, cross-platform, and non-Western research. A conceptual framework is proposed to explain the relationship between UGC, platform engagement, and travel behavior. The study offers valuable insights for researchers, tourism marketers, and destination managers seeking to transform online inspiration into real travel decisions.
Download
Download XML