“…There is already a dearth of research on UCG, studies primarily focus on predictors that influence online users acceptance of UGC (e.g. Assaker, Hallak, & El-Haddad, 2020 ; Ayer, 2015 ; Ayer, Au, & Law, 2013a ; Mendes-Filho, Mills, Tan, & Milne, 2018 ); UGC's impacts on travel organisations and destination marketing (e.g. Baka, 2016 ; Marine-Roig, 2017 ; Taecharungroj & Mathayomchan, 2019 ; Zhang, Zhang, & Yang, 2016 ; Önder, Gunter, & Gindl, 2020 ); and user intentions to engage into online travel communities (e.g.…”