User-generated-content versus marketing-generated-content: personality and content influence on traveler’s behavior

Abstract

The role of the personality in the travelers’ decision-making was investigated, in relation to the usage of the content generated in social media. Based on the EBM decision-making model and the Big Five trait model of personality, the study examined travelers/social media users. In total, 582 questionnaires were collected and analyzed. Results revealed that personality influences all the travel decision-making phases. Additionally, the survey showed that user-generated-content influences travelers’ behavior more than marketing-generated-content. The findings have added significant contributions to the traveler’s decision-making theory, as well as to the marketing practices that should be implemented on social media.

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