With the rise of digital platforms, user-generated content (UGC) has emerged as an important tool in tourism marketing, shaping destination perception and influencing travel decisions. This study examines how perceived values (PVs) influence tourists’ intention to create user-generated content (IUGC) and explores the moderating role of satisfaction and type of tourist. Unlike the existing research that primarily focuses on the impact of pre-existing UGC, this study addresses a critical gap by investigating the factors that drive content creation. The research was conducted among 800 tourists who visited Kerala, India, using a purposive sampling method. Structural equation modelling (SEM) and multigroup analysis were done to test the hypotheses. The findings indicate that the positive perception of quality and social and emotional value will significantly enhance IUGC. Additionally, tourist satisfaction plays an important moderating role in this relationship. However, the type of tourist does not exhibit a significant moderating role in this relationship. This research contributes to the tourism marketing literature by providing insights into how PV drives content creation. The findings give practical implications for tourism stakeholders in developing strategies that encourage the creation of UGC effectively and enhance engagement. By leveraging these insights, destination marketers can optimize their promotional efforts and attract more tourists through UGC.
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