Abstract

CASTANO, Ricardo  and  ESCANDON-BARBOSA, Diana. Measuring the credibility of consumer-generated media (CGM): a scale to test credibility in the field of tourism. Tec Empre. [online]. 2022, vol.16, n.2, pp.79-93. ISSN 1659-3359.  http://dx.doi.org/10.18845/te.v16i2.6187.

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.

Keywords : Tourism; Consumer-Generated Media (CGM); Information Quality; Information Amount; experience; Colombia.

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