Measuring the credibility of consumer-generated media (CGM): a scale to test credibility in the field of tourism

Ricardo Castano () and Diana Escandon-Barbosa
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Ricardo Castano: Pontificia Universidad Javeriana, Cali, Colombia
Diana Escandon-Barbosa: Pontificia Universidad Javeriana, Cali, Colombia

TEC Empresarial, 2022, vol. 16, issue 2, 79-93

Abstract: 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 (search for similar items in EconPapers)
Date: 2022
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