Differences in consumer-generated media adoption and use: a cross-national perspective

Gretzel, Ulrike, Kang, Myunghwa and Lee, Woojin (2008) Differences in consumer-generated media adoption and use: a cross-national perspective. Journal of Hospitality Marketing and Management, 17 1-2: 99-120. doi:10.1080/10507050801978240

Author Gretzel, Ulrike
Kang, Myunghwa
Lee, Woojin
Title Differences in consumer-generated media adoption and use: a cross-national perspective
Journal name Journal of Hospitality Marketing and Management   Check publisher's open access policy
ISSN 1936-8623
Publication date 2008
Sub-type Article (original research)
DOI 10.1080/10507050801978240
Open Access Status
Volume 17
Issue 1-2
Start page 99
End page 120
Total pages 22
Place of publication Philadelphia, PA, United States
Publisher Routledge
Language eng
Abstract Adoption of consumer-generated media (CGM) and social networking applications has been reportedly rapid and impacts on the travel industry are assumed to be tremendous. CGM such as blogs, reviews and podcasts provide great opportunities for travel marketers. In order to be able to respond to CGM developments, travel marketers need to better understand what drives CGM use in different markets. Using secondary data from various sources, this paper outlines national differences in adoption speed and usage patterns for four major origin markets: the United States, United Kingdom, Germany, and China. Based on the existing technology adoption literature, the information is summarized and analyzed with respect to forces which could drive these differences, mainly focusing on cultural dimensions, media landscapes, infrastructure development and information needs due to specific travel behavior characteristics. The results reveal interesting differences in these four markets and suggest that many factors stimulate CGM adoption. The findings imply that travel marketers need to adjust their CGM-based marketing strategies to the particular circumstances present in a visitor market.
Keyword Consumer\-generated media
Technology adoption
Cross\-national comparison
Tourism marketing
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Non-UQ

Document type: Journal Article
Sub-type: Article (original research)
Collection: UQ Business School Publications
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Citation counts: Scopus Citation Count Cited 28 times in Scopus Article | Citations
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Created: Thu, 27 Mar 2014, 12:59:23 EST by Karen Morgan on behalf of UQ Business School