Profiling tourists based on their perceptions of the trustworthiness of different types of peer-to-peer applications

Giacomo Del Chiappa, Carlota Lorenzo-Romero, María del Carmen Alarcón-del-Amo

    Research output: Contribution to journalArticleResearchpeer-review

    17 Citations (Scopus)

    Abstract

    © 2015 Taylor & Francis. This research profiles tourists based on the extent to which they trust user-generated content (UGC) uploaded in different types of peer-to-peer applications, also considering their socio-demographic characteristics, frequency of travel and motivations for using the Internet and UGC when making their travel choices. For this purpose, latent class segmentation was applied on a sample of 609 Italian tourists and three different clusters were identified, namely: “distrustful tourists”, “untrusted tourists” and “social web tourists”. The findings suggest that hospitality marketers should improve their social media strategy by focusing their attention on Travel 2.0 applications according to the socio-demographic and behavioural characteristics of their target market.
    Original languageEnglish
    Pages (from-to)259-276
    JournalCurrent Issues in Tourism
    Volume21
    Issue number3
    DOIs
    Publication statusPublished - 11 Feb 2018

    Keywords

    • Travel 2.0 applications
    • latent segmentation analysis
    • motivations
    • socio-demographic characteristics
    • trustworthiness
    • user-generated content

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