With the rising popularity of sites that contain content submitted by real travellers (e.g. TripAdvisor, Lonely Planet, and social networking sites such as MySpace and YouTube), the ways that travellers search for, view and evaluate travel information is potentially changing. This study investigated how travel-related User-Generated Content (UGC) web sites (also known as Web 2.0 sites) were being used by consumers. The study captured traveller perceptions with respect to how such sites impacted on their information search and travel behaviour. Understanding this impact on behaviour can help tourism and destination marketers develop more effective e-business strategies and relationships with their existing and potential customers. An industry summary has been prepared for this technical report: Users are doing it for themselves.
by Carmen Cox, Stephen Burgess, Carmine Sellitto, Jeremy Buultjens