The Antecedents of Consumer-Generated Media Adoption for Travel
Planning: A Literature Review
Dandison C. UkpabiUniversity of
Jyvskyl,[email protected] KarjaluotoUniversity of
Jyvskyl, [email protected]
Table of ContentsIntroductionResearch objectivesResearch
methodsResultsDiscussion and contributions
IntroductionSocial media platforms have become powerful tools
consumers use to spread word-of-mouth (WOM
In the tourism and hospitality services industry,
consumer-generated media (CGM) have become effective tools used by
tourists to gather information to make travel decisions
Introduction80% read reviews about a hotel before embarking on a
53% will not book a hotel that has no reviews- Tsao et al.
Introduction/Social mediaPlatforms inTourism andtravelVirtual
communities e.g., Lonely Planet, MySpaceMedia sharing tools e.g.,
YouTube, Flickr, Vimeo Blogse.g., Xanga.com, Blogger.com Microblogs
e.g., Twitter, Tumblr Review sites e.g., TripAdvisor,
EpinionsSocial networking e.g., Facebook, MySpace, LinkedIn,
ResearchobjectivesTo identify the antecedents of CGM adoption in
To identify the theories, models and frameworks used in these
To analyze the strengths of the antecedents in predicting CGM
adoption in travel planning.
ResearchMethodsLiterature SearchSearch terms used
included:social media adoption in tourism, e-WOM in tourism and
travel, Web 2.0 adoption in tourism and travel, consumer-generated
media in tourism and travel, social networking in tourism and
travel, blogs in tourism and travel, online communities in tourism
and travel, and virtual communities in tourism and travel
ResearchMethodsLiterature SearchIn the following
databases:Google ScholarScience Direct, SAGE, Wiley, Springer,
Emerald, JSTOR, IEEE, Taylor & Francis and Inderscience
criteriaquantitativeconsumer-basedinclude measures for independent
and dependent variableshave a defined sample size provide detailed
results of the data analysis
ResearchMethodsLiterature ExtractionJournal ArticlesPhD
Journal distribution22 different and heterogeneous theories,
models and frameworks were used
Major ones included: TAM 14 (26%); TPB 5 (9%); ELM 3 (5%); TRA 3
(5%); UTAUT 1 (1.8%)
ResultsConceptual frameworkAdoption antecedentsIntrinsic
ResultsCGM AntecedentsThe study uncovers 61 different
antecedents of CGM
Most frequently used ones
usefulness13PEOUPerceived ease of use11TRUTrust8SISocial
behavioral control3SCSource credibility3
ResultsAnalysis of Path coefficientsWe extracted the tested path
coefficients and their relationships and theories in the 54
reviewed studies E.g.NoAuthor(s)Path coefficients ()Theory1Filieri
& McLeay (2014)NAELM2Parra-Lpez et al. (2011)COSINT (.01);
BENINT (.44); INCINT (.36)INT3Book et al. (2015)NACDT4Casal et al.
(2010)PUATT (.218); PUINT (.301); PUTRU (.547); TRUATT (.600);
TRUINT (.306)TPB, TAM, SIT53Ting et al. (2014)PUATT (.32); REPATT
(.36); ALTATT (.27); TRUATT (.34), SIINT (.25); ATTINT (.67)TRA,
TPB, TAM54Filiery et al. (2015)NAe-WOM
ResultsAnalysis of Path coefficientsConstructsNumber of
studiesAttitudeNumber of studiesIntentionAttitude--15.511Perceived
usefulness6.18010.432Trust6.3626.352Perceived ease of
We then analyzed the effect sizes of the frequently used
independent variables on the dependent variables.
Trust predicted attitude more than other variables.
DiscussionThe study was to provide a review of
consumer-generated media in tourism and travel.
We analyzed the articles and proposed a framework for
consumer-generated media adoption.
We also identified 22 heterogeneous and distinct theories,
models and frameworks with 61 different antecedents and path
coefficients of their relationships.
Consumer adoption of CGM depends on the:User characteristics
Source characteristicsModerating factorsContent
ContributionsFirst, our framework identified antecedents that
predict the adoption of CGM in tourism and travel.
These antecedents were based on intrinsic and extrinsic
characteristics of the user and on moderating factors.
The identified theories and the antecedents with their path
coefficients from different studies provide a solid theoretical
background for subsequent research (Okoli & Schabram, 2010)
ContributionsThe contributions of scholars from the information
systems field as evidenced from non-tourism based journals show
that research on social media in tourism and travel is growing, and
not only within the domain of management science.
The identification of trust as having the strongest effect on
attitude is in line with earlier studies in which trust has been
identified as an important criterion for using CGM (Parra-Lpez et
Emerging markets in India and Africa are lagging behind in
research in this stream.
LimitationsIt was based on quantitative studies only
The review was based on CGM and did not incorporate
Future researchdirections Studies in Africa, India and South
America: strong emerging markets
Other social media platforms like YouTube, Lonely Planet,
AppreciationThank you!Dandison C. UkpabiUniversity of Jyvskyl,
[email protected] KarjaluotoUniversity of Jyvskyl,