The impact of user generated content on travel planning process: A field study on attitudes of Turkish travellers towards user generated websites

The increasing use of internet and developments in Web 2.0 technologies has moved word of mouth from traditional ways to electronic platforms. Due to these developments, consumers share their opinions and experiences about products, services and brands with not only their acquaintances but also with millions of people whom they do not know at all living in different countries. The contents such as comments, photos, videos and audios which the users share on social networks, blogs, content communities, complaint sites and wikis are called as user-generated content (UGC). The aim of this research is to evaluate the attitudes of tourism consumers towards user-generated content sites and the impact of comments, photos, videos and other contents shared by other tourists on travel planning process of Turkish travelers. The implications of this study show that the consumers use UGC sites as an effective information source in travel planning process. Turkish tourism consumers make their final decision relating to booking a trip or a travel product with the influence of user generated content since they trust in UGC and they find it useful. Keywords: User-Generated Content, Web 2.0, Travel Planning Process, Information Search Behavior.