Predicting the intention to use consumer-generated media for travel planning

Despite the growing enthusiasm about social media, empirical research findings suggest that the majority of Internet users are not using consumer-generated media (CGM) for travel planning. Yet little is presently known about the relevant factors determining CGM usage for the specific purpose of travel planning. Using an online survey of travel consumers, this study investigates the intention to use consumer-generated media for travel planning by introducing new factors into the conventional TAM and using a partial least squaresʹ estimation. Findings shed light on the differences in terms of the antecedents in this context. While the study demonstrates the theoretical validity and the empirical applicability of the TAM model to the context of CGM usage for travel planning, it goes further to verify the significant roles of distinctive factors like travelersʹ perceptions of similarity of interest, trustworthiness and enjoyment. Several managerial and research implications emerge.