Vol. 1, Issue 4, Part G (2015)

Abstract
Purpose – The aim of this paper is to consider, from the perspective of university students, the relevance of user-generated content on web pages. This area is not yet explored properly, while the use of UGC is expanding on many web sites and its importance is rapidly growing. Design/methodology/approach – The research is undertaken amongst university students who have been asked to judge the importance and quality of UGC sites while making their travelling plan. Findings – The findings of the research show that consumers mainly uses UGC sites at pre trip stage only i.e. for searching information or accommodation options. Furthermore, the findings indicate that non-UGC sources are in fact substantially more trusting then UGC sources for potential travellers. Research limitations/implications – Because of the small number of respondents this research is limited and can be defined as explorative. The outcomes can be used for further research on user generated content. Originality/value – This research is original, and it will certainly stimulate more research because of the importance UGC has in a world of expanding internet usage. The outcomes of the study non-UGC sources are in fact substantially more trusting then UGC sources for potential travellers will make it possible to develop broader quantitative research on UGC on web sites.