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 as informational stimuli, while tourists’ overall value assessment (i.e., perceived values, including emotional, functional, relational, and entitativity values) of the utility of tourism activities in the tourism platform were conceptualised as organisms. Tourists’ behavioural responses were demonstrated by impulse buying and future purchase intention. Data from 538 respondents were collected using online survey and analysed using PLS-SEM. The results revealed that both emotional and rational UGC have a significant impact on tourists’ perceived values, which in turn strengthen impulse buying and future purchase intention. This study not only contributes to the tourism marketing literature by empirically examining the impacts of two forms of UGC on tourists’ organisms and responses, but also provides meaningful insights for tourism marketers to facilitate UGC to drive tourists’ perceived values and their subsequent behaviour.

用户生成内容 (UGC) 是影响游客决策的最重要概念之一。然而，UGC 的性质在文献中仍未得到充分探索。本研究旨在检验两种不同形式的 UGC（即情感和理性）对游客感知价值及其随后的行为反应的影响。使用刺激-有机体-反应 (SOR) 模型，两种形式的 UGC 被概念化为信息刺激，而游客对信息效用的整体价值评估（即感知价值，包括情感、功能、关系和实体价值）旅游平台中的旅游活动被概念化为有机体。游客的行为反应表现为冲动购买和未来购买意向。使用在线调查收集了 538 名受访者的数据，并使用 PLS-SEM 进行了分析。结果表明，情感和理性UGC对游客感知价值都有显着影响，进而增强冲动购买和未来购买意愿。本研究不仅通过实证检验两种形式的 UGC 对游客机体和反应的影响，为旅游营销文献做出了贡献，而且还为旅游营销人员提供了有意义的见解，以促进 UGC 推动游客的感知价值及其后续行为。