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Profiling tourists based on their perceptions of the trustworthiness of different types of peer-to-peer applications

Author

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  • Giacomo Del Chiappa
  • Carlota Lorenzo-Romero
  • María-del-Carmen Alarcón-del-Amo

Abstract

This research profiles tourists based on the extent to which they trust user-generated content (UGC) uploaded in different types of peer-to-peer applications, also considering their socio-demographic characteristics, frequency of travel and motivations for using the Internet and UGC when making their travel choices. For this purpose, latent class segmentation was applied on a sample of 609 Italian tourists and three different clusters were identified, namely: “distrustful tourists”, “untrusted tourists” and “social web tourists”. The findings suggest that hospitality marketers should improve their social media strategy by focusing their attention on Travel 2.0 applications according to the socio-demographic and behavioural characteristics of their target market.

Suggested Citation

  • Giacomo Del Chiappa & Carlota Lorenzo-Romero & María-del-Carmen Alarcón-del-Amo, 2018. "Profiling tourists based on their perceptions of the trustworthiness of different types of peer-to-peer applications," Current Issues in Tourism, Taylor & Francis Journals, vol. 21(3), pages 259-276, February.
    • Handle: RePEc:taf:rcitxx:v:21:y:2018:i:3:p:259-276
    DOI: 10.1080/13683500.2015.1077208
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