Unpacking the power of user-generated videos in hospitality and tourism: a systematic literature review and future direction

We review user-generated video (UGV)-research in hospitality and tourism (H&T), provide an overview of its current-state, and suggest ways forward. We adopted a systematic literature review methodology and reviewed 66 articles with TCM (theory/context/methodology) framework. UGV-research focuses on (i) destination image perception, (ii) short-form videos and travel live-streaming, (iii) behavioral intentions, and (iv) crisis management. Theoretical development is diverse, given the descriptive nature of research questions, but it is still in its infancy. The context varies by H&T setting, type of social media platform, population, and country. Research methods and techniques range from traditional analysis to advanced machine learning or artificial intelligence-based quantitative approaches, predominantly qualitative methods.