Influence of User-Generated Online Content in Promoting Tourism in Pakistan: Testing the Theory of Planned Behavior

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This study explores the complex dynamics of User-Generated Online Content (UGOC) and its influence on Pakistan's tourism domain. The Theory of Planned Behavior (TPB) is utilized as a fundamental framework to analyze the relationships among the construction of tourist attitudes, destination image, travel motivation, subjective norms, behavioral intentions, and actual behavior. The research intends to identify how cognitive and motivational elements interact and effect the tourist’s behavior. The research's empirical rigor is strengthened by the use of a survey approach to gather information from 291 respondents. The study's analytical conclusions highlight the strong correlation between travel intentions and destination image. This highlights the critical role that UGOC plays in forming prospective travelers’ opinions and influencing their propensity to visit a specific location.