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Towards an Understanding of Online Travellers’ Acceptance of Consumer-Generated Media for Travel Planning: Integrating Technology Acceptance and Source Credibility Factors

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Information and Communication Technologies in Tourism 2013

Abstract

Regardless of the increasing popularity of social media, the use of consumer-generated media for the task of travel planning still meets with scepticism among certain online travel consumers. Hence the need to further explore the psychological factors underlying this aspect of online behaviour. This study proposes a model of CGM acceptance for the purpose of travel planning that integrates the Technology Acceptance Model with the Source Credibility Theory. Using an online survey of 201 valid responses and structural equation modelling, the findings highlight the critical factors relevant to the cognitive processes which determine online travellers’ affective and conative responses to the use of CGM for travel planning. The results suggest that integrating technology acceptance factors with that of information adoption can enhance the understanding of CGM usage in the holiday planning context. The study outcome holds implications for theory and practice.

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Authors and Affiliations

  1. School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hung Hom, Hong Kong

    Julian K. Ayeh, Norman Au & Rob Law

Authors
  1. Julian K. Ayeh
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  2. Norman Au
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  3. Rob Law
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Corresponding author

Correspondence to Julian K. Ayeh .

Editor information

Editors and Affiliations

  1. , Faculty of Communication Sciences, Università della Svizzera italiana, Via Giuseppe Buffi 13, Lugano, 6904, Switzerland

    Lorenzo Cantoni

  2. , College of Merchandising,, University of North Texas, Union Circle 1155, Denton, 76203-1100, Texas, USA

    Zheng (Phil) Xiang

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Ayeh, J.K., Au, N., Law, R. (2013). Towards an Understanding of Online Travellers’ Acceptance of Consumer-Generated Media for Travel Planning: Integrating Technology Acceptance and Source Credibility Factors. In: Cantoni, L., Xiang, Z. (eds) Information and Communication Technologies in Tourism 2013. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-36309-2_22

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