Online travel information filtering: Role of commercial cues in trust and distrust mechanisms

Youngjoon Choi, Jaeseok Lee, Yeongbae Choe

Research output: Contribution to journalArticlepeer-review

2 Scopus citations

Abstract

Given the exponentially increasing number of fake/suspicious online information, this study aimed to investigate tourists’ filtering mechanisms for detecting credible or suspicious information. To examine the effects of visual cues on those mechanisms, we adopted a mixed method approach with two empirical studies. As a result, Study 1 identified visual cues that induce credibility and/or skepticism heuristics. Study 2 findings illustrated how tourists differently use these heuristics in trust and distrust information filtering mechanisms. Credibility is used in a holistic and cognitive process in the trust mechanism, whereas skepticism appears to evoke a spontaneous emotional response in the distrust mechanism.

Original languageEnglish
Pages (from-to)710-724
Number of pages15
JournalJournal of Travel and Tourism Marketing
Volume38
Issue number7
DOIs
StatePublished - 2021

Keywords

  • commercial cue
  • distrust
  • Filtering mechanism
  • involvement
  • narrative format

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