User-Generated Content and Consumer Empowerment in the Travel Industry: a Uses & gratifications and Dual-Process Conceptualization

User-Generated Content (UGC) on the World Wide Web has empowered travellers, enabling them to exchange opinions or experiences with others, and consequently, influencing their travel decisions. Travellers are able to make comments in a large variety of forms such as photos, videos, podcasts, ratings, reviews, articles and blogs. When people use the Internet to obtain travel information, they do research about the trip on the Internet, read and generate content and reviews, and interact with other travellers in social networks. This is empowering tourists by giving them the opportunity to receive and pass on recommendations of their travel experiences. Despite the importance of UGC in the travel industry, our understanding of how UGC empowers online consumer remains limited. By employing the Uses & Gratifications and Dual-Process Theories, we propose that Consumer Empowerment in the context of UGC can be formed through Content Empowerment, Social Empowerment and Process Empowerment.

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