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Towards an Understanding of Online Travellers’ Acceptance of Consumer-Generated Media for Travel Planning: Integrating Technology Acceptance and Source Credibility Factors

In: Information and Communication Technologies in Tourism 2013

Author

Listed:
  • Julian K. Ayeh

    (The Hong Kong Polytechnic University)

  • Norman Au

    (The Hong Kong Polytechnic University)

  • Rob Law

    (The Hong Kong Polytechnic University)

Abstract

Regardless of the increasing popularity of social media, the use of consumer-generated media for the task of travel planning still meets with scepticism among certain online travel consumers. Hence the need to further explore the psychological factors underlying this aspect of online behaviour. This study proposes a model of CGM acceptance for the purpose of travel planning that integrates the Technology Acceptance Model with the Source Credibility Theory. Using an online survey of 201 valid responses and structural equation modelling, the findings highlight the critical factors relevant to the cognitive processes which determine online travellers’ affective and conative responses to the use of CGM for travel planning. The results suggest that integrating technology acceptance factors with that of information adoption can enhance the understanding of CGM usage in the holiday planning context. The study outcome holds implications for theory and practice.

Suggested Citation

  • Julian K. Ayeh & Norman Au & Rob Law, 2013. "Towards an Understanding of Online Travellers’ Acceptance of Consumer-Generated Media for Travel Planning: Integrating Technology Acceptance and Source Credibility Factors," Springer Books, in: Lorenzo Cantoni & Zheng (Phil) Xiang (ed.), Information and Communication Technologies in Tourism 2013, edition 127, pages 254-267, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-36309-2_22
    DOI: 10.1007/978-3-642-36309-2_22
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    Cited by:

    1. Huan-Ming Chuang & Chien-I Chen, 2022. "Sustaining the Well-Being of Wearable Technology Users: Leveraging SEM-Based IPMA and VIKOR Analyses to Gain Deeper Insights," Sustainability, MDPI, vol. 14(13), pages 1-20, June.
    2. Prerna Garg & Anoop Pandey, 2023. "Decomposing the Effect of Brand Image in Influencing Information Adoption: The Case of Online Travel Agents," Business Perspectives and Research, , vol. 11(1), pages 11-27, January.

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