The Role Of User-Generated Content (UGC) On Social Media Platforms And Online Review Sites In Shaping Generation Z's Perception Of Smart Hotels In India

Abstract

The increasing reliance on user-generated content (UGC) has significantly influenced consumer decision-making in the hospitality industry, particularly among Generation Z travelers who actively engage with digital platforms when selecting hotels. This study investigates the role of UGC in shaping Generation Z’s perception and booking behavior concerning smart hotels in India. Focusing on five key platforms—Google Reviews, TripAdvisor, Instagram, YouTube, and Facebook—the study examines the frequency of use, trust levels, and platform-specific influence on hotel perception and booking likelihood. A quantitative, cross-sectional design was employed, and data were collected from 833 valid respondents using a structured questionnaire. Non-parametric statistical techniques, including Spearman’s rank correlation, Friedman tests, and Mann–Whitney U tests, were used to analyze the ordinal data. Results reveal that YouTube and Instagram, driven by visual content and influencer engagement, exert the strongest influence on smart hotel perception, followed by structured review platforms such as Google Reviews and TripAdvisor. Facebook, in contrast, shows significantly lower influence among Gen Z users, signaling a generational shift away from text-dominant platforms. Notably, the study finds that occasional negative reviews do not significantly deter booking decisions if the overall sentiment and rating remain positive. Gen Z travelers demonstrate a more balanced and discerning evaluation approach, prioritizing peer-authored content, authenticity, and overall guest experience over isolated negative feedback. These findings offer critical managerial implications: smart hotels should invest in strategic visibility on high-trust platforms, leverage video-based storytelling through YouTube and Instagram, and collaborate with credible influencers to build trust and engagement. Given the limited impact of negative UGC, emphasis should be placed on curating and amplifying positive guest narratives rather than excessive reputation management. This research contributes to the literature on digital hospitality marketing by providing empirical evidence of platform-specific UGC influence on Generation Z, offering actionable insights for hoteliers, digital marketers, and strategic decision-makers navigating the evolving smart hotel ecosystem.