International Journal of Applied Research
Vol. 1, Issue 4, Part G (2015)
Role of user-generated content (UGC) in travel planning behaviour of university students
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.
How to cite this article:
Jinesh Jain, Sanjay Gupta, Aashish Garg. Role of user-generated content (UGC) in travel planning behaviour of university students. Int J Appl Res 2015;1(4):389-394.