AN EMPIRICAL INVESTIGATION OF THE RELATIONSHIP BETWEEN DEMOGRAPHICS AND THE USAGE AND PERCEIVED CREDIBILITY OF SOURCES OF INFORMATION ON ACCOMMODATION PROVIDERS

The purpose of this paper is to investigate the relationship between the usage and perceived credibility of several sources of information domestic travelers take into consideration when gathering information on potential accommodation providers, on one hand, and, respectively, travelers’ demographic characteristics, on the other hand. After analyzing data from an online questionnaire based study conducted among a sample of 346 young Romanian Facebook users (between 19 and 35 years old), the results showed that, considering types of information sources usually taken into consideration, personal sources and Facebook are more frequently found among travelers with a lower income, travel agencies are more frequently mentioned as usual sources of information among older travelers and among those with a higher level of education, while women are more inclined than men to use leaflets and booklets as sources of information on accommodation providers. Moreover, the research showed that the higher the income, the higher the level of perceived credibility of online portals is. Also, travel agencies and personal sources are more frequently mentioned among the most credible sources by women, than by men, while men are slightly more confident than women in online banners and blogs. The findings can be very useful and relevant from a practical perspective, especially for communication and promotion purposes in the hospitality industry.