| Summary: | Consulting social networks has become a common practice for tourists when planning their trips. However, there is a
relative scarcity of scientific literature on this topic. The purpose of this study is to test the model of predictors of group
Facebook user-generated content on tourists' purchase intention. To accomplish this, online surveys were conducted, gathering
data from both tourists and individuals planning to travel. The theory of Planned Behavior and Information Acceptance Model
were adapted and empirically examined by using Confirmatory Factor Analysis and Structural Equation Modeling. Results and
findings reveal significant and meaningful relationships between various factors of Facebook user-generated content and tourists'
purchase intention. Additionally, the study offers practical suggestions for hospitality management, administrative teams, and
Facebook businesses to effectively leverage user-generated content for attracting online tourists.
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