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Measuring the credibility of consumer-generated media (CGM): a scale to test credibility in the field of tourism

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  • Ricardo Castano

    (Pontificia Universidad Javeriana, Cali, Colombia)

  • Diana Escandon-Barbosa

    (Pontificia Universidad Javeriana, Cali, Colombia)

Abstract

This research proposes a scale to measure the credibility of consumer-generated media (CGM). Two studies were carried out: first, a qualitative study based on eleven in-depth interviews with experts in tourism decisions; and second, we ran a quantitative analysis on a sample of 300 frequent users of tourism CGM platforms. The resulting scale, which consists of 4 dimensions and 12 items, is used to measure the credibility of information published in the tourism CGM platforms. The scale was tested for its dimensionality, reliability, and validity; and the results corroborate its accuracy and value as a source of information for travel decision-making. Finally, future lines of research are presented

Suggested Citation

  • Ricardo Castano & Diana Escandon-Barbosa, 2022. "Measuring the credibility of consumer-generated media (CGM): a scale to test credibility in the field of tourism," TEC Empresarial, School of Business, Costa Rica Institute of Technology (ITCR), vol. 16(2), pages 79-93.
    • Handle: RePEc:ris:tecemp:2210
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    References listed on IDEAS

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    2. Newell, Stephen J. & Goldsmith, Ronald E., 2001. "The development of a scale to measure perceived corporate credibility," Journal of Business Research, Elsevier, vol. 52(3), pages 235-247, June.
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