Recent press reports and complaints by hoteliers have called into question the credibility of travel-related user-generated content (UGC). Yet our understanding of the role of credibility perceptions in the context of UGC is limited, notwithstanding the rising interest in social media. Using an online survey of 661 travel consumers, this study applies the component-based structural equation modeling technique of partial least squares to examine online travelers' perceptions of the credibility of UGC sources and how these perceptions influence attitudes and intentions toward UGC utilization in the travel planning process. The model also draws on the theory of homophily to make predictions about the antecedent of credibility. Results validate the Source Credibility Theory in the context of UGC but also accentuate the central mediating role of attitude. In addition, the study finds support for perceptual homophily as a critical determinant of both credibility and attitude. Theoretical and managerial implications are highlighted.

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This study investigates antecedents of using non-travel-specific social media (specifically Facebook) for travel decision-making before a leisure trip. Design/methodology/approach: Based on an online survey of 426 young travel consumers from Italy and Sweden, this work applies structural equation modeling and multi-group analysis. Findings: The study finds support for most of the conventional TAM-related constructs: perceived usefulness, perceived enjoyment, and intention, while ease of use is not found relevant in this context. Research limitations/implications: Results shed light on the antecedents of using non-travelspecific social media in two countries. Future research might focus on validating the factors identified and add others that might shape usage in the selected countries. Future studies could further investigate possible differences arising from culture, country of origin and age. The analysis can also be extended to other countries. Practical implications: The analysis might help managers in the hospitality and tourism sector by providing an understanding of the cognitive factors which determine travelers' decision to use Facebook for trip planning. Thus, managers should get to know these factors in their effort to influence social media in hospitality and tourism settings. Originality/value: The findings offer interesting perspectives on the applicability of conventional models to the context of non-travel-specific social media platforms. The exploration of crosscultural differences also adds to the extant body of knowledge.