Abstract
ABSTRACTIn order to understand the role of user-generated content (UGC) in travel planning, this study integrates Psychological Empowerment with the Technology Acceptance Model (TAM), to develop a model of UGC-enabled empowerment and its impact on intention to use UGC when making travel plans. Survey data from 268 backpacker tourists revealed that perceived empowerment and perceived usefulness are significant drivers of attitude and intention to use UGC for travel planning. The findings provide the travel industry with a better understanding of how travelers’ perceptions of and use of UGC is empowering them to take greater control of the travel planning process.
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