Credibility of Online User-Generated Content as a Source of Information for Tourists

This study explores whether the online user-generated content (UGC) are credible or not and if travelers are dependent on user-generated content for decision making. It also tries to understand the importance of the credibility of user-generated content to gain a better understanding of its impact on the online users, specially as a source of information for the tourism industry. The study aims to determine the extent of advice sought online based on age and gender. It also compares the credibility of travel related information of word of mouth, print media, websites and user-generated content.