Comparison between the levels of trust of the types of UGC of social media (n = 406)
| UGC from third-party tourism communities | Mean** for all respondents N = 406 (S.D.) | Test value = 5.16* | ||
|---|---|---|---|---|
| t value | df | p | ||
| Microblogs and blogs | 5.02 (1.020) | −2.673 | 405 | 0.01*** |
| Social networking sites | 4.99 (1.061) | −3.226 | 405 | 0.00*** |
| Tourism social networking | 4.82 (1.091) | −6.277 | 405 | 0.00*** |
| Commercial tourism communities | 4.83 (1.043) | −6.469 | 405 | 0.00*** |
| Content communities | 4.71 (1.186) | −7.065 | 405 | 0.00*** |
| Collaborative projects | 4.50 (1.293) | −10.244 | 405 | 0.00*** |
| UGC from third-party tourism communities | Mean** for all respondents | Test value = 5.16* | ||
|---|---|---|---|---|
| df | ||||
| Microblogs and blogs | 5.02 (1.020) | −2.673 | 405 | 0.01*** |
| Social networking sites | 4.99 (1.061) | −3.226 | 405 | 0.00*** |
| Tourism social networking | 4.82 (1.091) | −6.277 | 405 | 0.00*** |
| Commercial tourism communities | 4.83 (1.043) | −6.469 | 405 | 0.00*** |
| Content communities | 4.71 (1.186) | −7.065 | 405 | 0.00*** |
| Collaborative projects | 4.50 (1.293) | −10.244 | 405 | 0.00*** |
Note(s): UGC, user-generated content
(*) 5.16 is the mean value of trust with information provided by other travellers in social media
(**) Measured on a seven-point Likert scale where 1 = strongly disagree, 7 = strongly agree
(***) p < 0.05
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