Which User-Generated Content is Considered Useful by Tourists? An Investigation Into the Role of Information Types Shared in Online Discourse in Online Travel Communities

The objective of this study is to investigate the user-generated content (UGC) features that influence perceived usefulness (PU) and UGC use in Online Travel Community (OTC). The moderating role of information type on PU was then examined. Secondary data in the form of online travel threads in an OTC were selected for this study. The authors coded 536 threads consisting of 2592 travel postings. The data was analyzed using Smart PLS-SEM. The results indicate that the information usefulness is driven by discourse quality, emotional support, and credibility, which further influence UGC use for travel planning. Also, the information type influences the relationship between the constructs negatively. This study shows that online discourse among the community members enables potential tourists to utilize the information for their travel planning. Marketers should understand the factors enhancing the usefulness of UGC, and they should concentrate on information quality and diversity.