Factors affecting millennial tourists’ behavioral intention in using user-generated content for travel planning / Liana Syazwani Muhamad Zamari ... [et al.]

This study investigates the factors affecting millennial tourists’ behavioural intention in using usergenerated content (UGC) websites for travel planning. Four main determinants were being used in this study which include perceived ease of use, perceived usefulness, perceived risk and trust. The research objective is to identify the most used user-generated content websites among millennial tourists and to determine the factors that influence millennial tourists’ behavioural intention in using user-generated content websites for travel planning. 134 respondents responded to the online survey and this survey was conducted strictly for millennials who have experience in using user-generated content (UGC) websites for travel planning. User-generated content (UGC) websites in Malaysia include Booking.com, Trivago, Agoda, TripAdvisor and many more. The findings in this survey show that perceived usefulness is the most important factor that influences millennial tourists’ behavioural intention in using user-generated content websites for travel planning in Malaysia.