Thanh Thao Data

This is the raw data for the research on the impact of User-generated content (UGC) on intention to select a travel destination (ISTD) in the context that Internet users exposure to UGC. This research further examines the mediating role of desire to visit a travel destination (DVTD), destination image, attitude toward visiting a travel destination (AVTD), perceived risk, subjective norms, and envy. An online questionnaire was used to organize empirical research, and the structural equation model (SEM) test was employed to elaborate the data of 407 respondents. The empirical results suggest that UGC positively influences ISTD, DVTD, AVTD, subjective norms, and envy. Destination image significantly impacts DVTD, AVTD, and ISTD. DVTD, AVTD, subjective norms, and envy positively affect ISTD.