User-generated-content versus marketing-generated-content: personality and content influence on traveler’s behavior

By Konstantina Tsiakali. Journal of Hospitality Marketing & Management, 2018

96 citations recorded by the source corpus.

ABSTRACT The role of the personality in the travelers’ decision-making was investigated, in relation to the usage of the content generated in social media. Based on the EBM decision-making model and the Big Five trait model of personality, the study examined travelers/social media users. In total, 582 questionnaires were collected and analyzed. Results revealed that personality influences all the travel decision-making phases. Additionally, the survey showed that user-generated-content influences travelers’ behavior more than marketing-generated-content. The findings have added significant contributions to the traveler’s decision-making theory, as well as to the marketing practices that should be implemented on social media.

Subfields: Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/a5ebca1b162909c1330c40aec6ed9947af18d3c2

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In Marketing

  1. S. Sop
  2. N. Kozak

In Sociology and Political Science

  1. S. Sop
  2. N. Kozak

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