Examining the Relationship between Tourism Information Quality Dimensions and Recommendation Adoption

Abstract

The purpose of this study is to identify the main dimensions of information quality (IQ) affecting perceived website trust toward consumer generated media (CGM) and its influence on recommendation adoption applied on the travel websites in Egypt.

A qualitative exploratory study was conducted that employed in-depth interviews with users looking for online reviews on travel websites. This was followed by a quantitative study which involves a survey-based questionnaire. 253 valid questionnaires were collected through a non-probability convenience sampling technique from users looking for online reviews on online travel website in Egypt. The data were analyzed using structural equation modeling (Smart PLS 3.2.2) and SPSS V.27.

The study results show that value added, timeliness, the accuracy of the information, and consensuses on review are having the strongest favorable impact on perceived website trust toward (CGM). Relevancy, believability and reputation of both information and the reviewer are having no significant positive effect on website trust. Moreover, Perceived website trust toward (CGM) shows a positive significant impact on recommendation adoption. Finally, completeness and objectivity of information are negatively influencing Perceived website trust toward (CGM).

Thus, managers should focus their effort to understand the drivers and consequences of trust to their CGM website, in order to achieve customer satisfaction, website quality and website trustworthiness perceptions, which could boost their popularity and increase their influence in the industry.