Believe it or not: Credibility of blogs in tourism

Rhonda W. Mack, Julia E. Blose, Bing Pan

Research output: Contribution to journalArticlepeer-review

152 Scopus citations


This study examines the use of blogs as a means of tourism marketing communication. Using a scenario-based approach, an online experiment was conducted to test whether consumers perceive corporate and personal blogs to be credible sources of information and to compare the perceived credibility of blogs to that of traditional word-of-mouth. The findings suggest that while consumers do not generally equate the overall credibility of blogs with that of traditional word-of-mouth, some consumers do appear to attribute similar levels of authoritativeness, a dimension of credibility, to them.

Original languageEnglish (US)
Pages (from-to)133-144
Number of pages12
JournalJournal of Vacation Marketing
Issue number2
StatePublished - 2008

All Science Journal Classification (ASJC) codes

  • Tourism, Leisure and Hospitality Management


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