Differences among generations of USA tourists regarding the positive content created about Colombia in social media

This research analyzes if generational segmentation moderates the relationships among self-congruity, nation brand, destination brand and the use of social media by USA tourists to create positive content about Colombia. Using the methodology of SEM, the results show that experience self-congruity influences the perception of the destination brand and the content created in social media about Colombia. Also, a positive perception of the nation brand motivates the creation of positive content about the country. Using an invariance test and a multi-group analysis, it was found that the relationship between self-congruity and the positive content created on social media can only be accepted among Generation Y tourists. Furthermore, the relationship between nation brand, destination brand and the content created on social media can only be accepted among Generation X tourists. The conclusions of the paper present the managerial implications of these findings.