Travel Decisions and Content Influence: The Interplay of Personality with UGC and MGC

Abstract

This study examines the influence of personality traits on travellers' decision-making processes within the context of social media content consumption. Grounded in the EBM decision-making model and the Big Five personality framework, the research explores how individual traits shape responses to user-generated content (UGC) and marketing-generated content (MGC). A total of 582 responses were collected through a structured questionnaire and analysed to understand these dynamics. The results demonstrate that personality traits significantly impact all phases of the travel decision-making process, from initial inspiration to post-purchase behaviour. Moreover, the findings reveal that UGC exerts a stronger influence on traveller behaviour compared to MGC, underscoring the growing importance of peer-generated reviews and experiences in shaping travel choices. These insights contribute to theoretical advancements in understanding decision-making in the travel context and offer practical implications for marketers. Social media strategies should prioritize authentic and relatable UGC to resonate with diverse personality types, thereby enhancing engagement and influencing travel decisions effectively.