Chapter

Information and Communication Technologies in Tourism 2009

pp 49-59

Trust in Travel-related Consumer Generated Media

  • Kyung-Hyan YooAffiliated withLaboratory for Intelligent Systems in Tourism, Texas A&M University
  • , Yoonjung LeeAffiliated withLaboratory for Intelligent Systems in Tourism, Texas A&M University
  • , Ulrike GretzelAffiliated withLaboratory for Intelligent Systems in Tourism, Texas A&M University
  • , Daniel R. FesenmaierAffiliated withNational Laboratory for Tourism & eCommerce School of Tourism & Hospitality Management, Temple University

Abstract

This study investigated the factors influencing trust in travel-related CGM and, in turn, the degree to whcih trust affects the benefits and impacts of using CGM in the course of planning pleasure trips. An online survey of US Internet users was conducted with a total of 1170 individuals responding to questions regarding their perceptions and use of CGM for travel planning. The findings show that CGM use is widespread and that trust depends on the type of Website on which the CGM is posted and perceptions of other CGM creators. Also, those who have greater trust in CGM report greater impacts and derive greater benefits from their CGM use.

Keywords

online trust consumer generated media (CGM) trip planning impacts of trust