User-Generated Content and travel planning: An application of the Theory of Planned Behavior

Luiz Augusto Machado Mendes Filho,Annette Mills,Felix B Tan

doi:10.7784/rbtur.v6i3.543

Abstract

User-Generated Content (UGC) such as online travel reviews written by travelers and posted to virtual communities are being used more frequently to communicate travel-related information. UGC is therefore helping travelers to make decisions about their travel. Utilizing the Theory of Planned Behavior (TPB), which is one of the most comprehensive models explaining behavioral intention, this study contributes to the further development of theories of online consumer behavior by determining which factors are most important in relation to the use of UGC in the travel industry. The TPB has three independent determinants of behavioral intention: attitude toward the behavior, subjective norm, and perceived behavior control. Therefore the aim of this paper is to examine the roles of attitude, subjective norm and perceived behavior control in respect of travelers’ intention to use UGC when making travel plans.

Highlights

Today, consumers are using electronic word-of-mouth websites more and more to share opinions and experiences about products and services (Rezabakhsh, Bornemann, Hansen, & Schrader, 2006)
Drawing together key concepts from the Theory of Planned Behavior (TPB) and evidence from prior research, this study contributes to the further development of a theory of online consumer behavior by proposing a conceptual model that identifies a set of determinants of behavior that are most important in the context of User-generated content (UGC) use in the travel industry
This paper proposes a conceptual model of consumer decision-making and behavior which accounts for the roles of attitude, subjective norm, and perceived behavior control in respect of travelers’ intention to use UGC when making travel plans

Summary

INTRODUCTION

Consumers are using electronic word-of-mouth websites more and more to share opinions and experiences about products and services (Rezabakhsh, Bornemann, Hansen, & Schrader, 2006). Drawing together key concepts from the TPB (i.e. attitude, subjective norm, perceived behavior control, and intention) and evidence from prior research, this study contributes to the further development of a theory of online consumer behavior by proposing a conceptual model that identifies a set of determinants of behavior that are most important in the context of UGC use in the travel industry. The aim of this paper is to propose a conceptual model of consumer decisionmaking and behavior which accounts for the roles of attitude, subjective norms, and perceived behavior control in respect of travelers’ intention to use UGC when making travel plans. This paper proposes a conceptual model of consumer decision-making and behavior which accounts for the roles of attitude, subjective norm, and perceived behavior control in respect of travelers’ intention to use UGC when making travel plans.

Normative norm toward using UGC

CONCLUSION