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Considering Cultural Consonance in Trustworthiness of Online Hotel Reviews among Generation Y for Sustainable Tourism: An Extended TAM Model

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  • So Young Bae

    (Department of Culture, Tourism & Content, College of Hotel & Tourism Management, Kyung Hee University, 26 Kyungheedae-ro, Dongdaemun-gu, Seoul 02447, Korea)

  • Ju Hyoung Han

    (Department of Tourism Administration, College of Business Administration, Kangwon National University, 1 Kangwondaehak-gil, Chuncheon 24341, Korea)

Abstract

This study aims to predict Generation Y customers’ acceptance of user-generated content (UGC) websites by integrating an extended technology acceptance model (TAM), trustworthiness of online reviews, and cultural consensus and cultural consonance theory. To collect data, a free listing method was first used to recognize our ad hoc domain, i.e., the factors that determine the trustworthiness of online hotel reviews among Generation Y in South Korea, from an emic perspective. Based on the free listing results from 39 individuals, an online survey was conducted with 273 samples using a self-administered questionnaire. Cultural consensus analysis was conducted to determine whether there is a shared cultural model in trustworthiness factors among participants, and cultural consonance values were calculated. Then, a structural equation modeling technique was used to estimate how the proposed model explains the collected data. Results indicate that an agreed-upon cultural model of trustworthiness of online hotel reviews exists among sample members. Cultural consonance of trustworthiness was found to constitute a significant antecedent of perceived ease of use and attitude towards websites in the extended TAM model. This study can contribute to predict Generation Y customers’ acceptance of UGC websites and offer meaningful implications for sustainable tourism management, particularly when cultural variables are considered.

Suggested Citation

  • So Young Bae & Ju Hyoung Han, 2020. "Considering Cultural Consonance in Trustworthiness of Online Hotel Reviews among Generation Y for Sustainable Tourism: An Extended TAM Model," Sustainability, MDPI, vol. 12(7), pages 1-17, April.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:7:p:2942-:d:342424
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    References listed on IDEAS

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