Abstract

Although online consumer-generated media (CGM) play an important role in travel decision-making, it is questionable if the uses and impacts of CGM are equal across different age groups. This study thus tested whether generational differences can be found regarding travel-related CGM use and impacts. The results show important differences among the generational groups in terms of their Internet affinity, travelrelated CGM use and perceptions as well as their CGM creation behaviors. The findings of this study broaden our understanding of how travel-related CGM is used and perceived by different generational cohorts and indicate the need for strategic marketing planning that takes generational cohorts into account.

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Generational Differences in CGM Perceptions and Use for Travel Planning

Although online consumer-generated media (CGM) play an important role in travel decision-making, it is questionable if the uses and impacts of CGM are equal across different age groups. This study thus tested whether generational differences can be found regarding travel-related CGM use and impacts. The results show important differences among the generational groups in terms of their Internet affinity, travelrelated CGM use and perceptions as well as their CGM creation behaviors. The findings of this study broaden our understanding of how travel-related CGM is used and perceived by different generational cohorts and indicate the need for strategic marketing planning that takes generational cohorts into account.