Intention to adopt user generated content on virtual travel communities: Exploring the mediating role of attitude-Reference-Cited by-同舟云学术

Intention to adopt user generated content on virtual travel communities: Exploring the mediating role of attitude

Published:2022-05-02 Issue: Volume: Page:146735842210897
ISSN:1467-3584
Container-title:Tourism and Hospitality Research
language:en
Short-container-title:Tourism and Hospitality Research

Author:

Zaidi Neha¹²^ORCID,Khan Mohammed Naved³,Ahuja Vandana⁴

Affiliation:

1. Research Scholar, Department of Business Administration, Faculty of Management Studies & Research, Aligarh Muslim University, Aligarh, UP, India

2. Assistant Professor, School of Business Studies, Sharda University, G. Noida, UP, India

3. Professor, Department of Business Administration, Faculty of Management Studies & Research, Aligarh Muslim University, Aligarh, UP, India

4. Professor, Amity Business School, Amity University, Noida, UP, India

Abstract

Online communities have brought major changes in the behaviour of consumers in the travel and tourism industry. Travellers frequently rely on the User General Content (UGC) to make their travel-related decisions. Avid travellers join travel communities and actively look for unbiased information, and share their own experiences. This paper explores the predictors of consumer attitude and intention to follow UGC posted on online travel communities. Further, this study attempts to analyze the influence of Customer Value Creation (CVC) on attitude and traveller’s intention to adopt UGC posted on online travel communities. Data collected from 246 members of online travel communities were analyzed using Structural Equation Modelling. Empirical results show that CVC has a significant direct and positive impact on travel information adoption intention and indirect influence through attitude. This study is among the few on the impact of CVC on attitude towards UGC posted on an online travel community and advances the literature on the subject by explaining the relative impact of CVC on attitude from a different theoretical perspective.

Publisher

SAGE Publications

Subject

Tourism, Leisure and Hospitality Management,Geography, Planning and Development

Link

http://journals.sagepub.com/doi/pdf/10.1177/14673584221089744

Reference116 articles.

1. Can Brand Reputation Improve the Odds of Being Reviewed On-Line?

2. Relationship marketing and brand involvement of professionals through web-enhanced brand communities: The case of Coloplast

3. Structural equation modeling in practice: A review and recommended two-step approach.

4. Service innovation and electronic word‐of‐mouth: is it worth listening to?

5. Why and how are social media used in a B2B context, and which stakeholders are involved?