Exploring the effectiveness of emotional and rational user-generated contents in digital tourism platforms

User-generated content (UGC) is one of the most important notions that influences tourists’ decision-making. However, the nature of UGC is still underexplored in the literature. The present study aimed to examine the impact of two different forms of UGC (i.e., emotional and rational) on tourists’ perceived values and their subsequent behavioural responses. Using the stimulus-organism-response (SOR) model, the two forms of UGC were conceptualised...