Trust in Travel-related Consumer Generated Media

  • Kyung-Hyan Yoo
  • Yoonjung Lee
  • Ulrike Gretzel
  • Daniel R. Fesenmaier

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 

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Copyright information

© Springer-Verlag/Wien 2009

Authors and Affiliations

  • Kyung-Hyan Yoo
    • 1
  • Yoonjung Lee
    • 1
  • Ulrike Gretzel
    • 1
  • Daniel R. Fesenmaier
    • 2
  1. 1.Laboratory for Intelligent Systems in TourismTexas A&M UniversityUSA
  2. 2.National Laboratory for Tourism & eCommerce School of Tourism & Hospitality ManagementTemple UniversityUSA

Personalised recommendations