Unpacking User-Generated Content with Professor Bryan Lavin

Join us in this enlightening episode as we sit down with Bryan Lavin, a distinguished professor at Johnson and Wales University's College of Hospitality Management. Bryan shares insights from his dissertation on user-generated content (UGC) marketing campaigns, revealing key motivations and barriers that drive or hinder participation.

Discover Bryan's surprising findings about social media usage across different age groups, and delve into the importance of empowerment in creating engaging and authentic travel content. He also recounts his experiences with local tourism boards and discusses innovative approaches to foster authentic user interaction and community involvement.

From practical applications to theoretical underpinnings, Bryan takes us through the intricate web of tourism marketing, offering invaluable tips for both marketers and educators. Plus, he shares how his journey with making perfect coffee at home parallels his dedication to meticulous research and meaningful engagement.

Whether you're a tourism professional, a marketing enthusiast, or someone who loves a good story, this episode is packed with valuable takeaways on how to craft compelling UGC campaigns and build stronger connections with your audience.

**Tune in to learn:**
- The unexpected findings on age-related social media engagement
- The core factors that drive UGC participation
- Real-world applications

Business Class is brought to you by Learn Tourism, the nonprofit academy - harnessing the power of science, business psychology and adult education to advance the tourism industry and build sustainable economies. Learn how to engage your community, win over stakeholders and get more visitors at learntourism.org. 

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