Influence of personality on travel-related consumer-generated media creation

While a growing number of travelers engages in consumer-generated media (CGM) use and creation, the gap between the number of users and the number of actual content creators remains large. It is important to find out what drives this minority of creators and what makes them different from those who only use CGM. Personality has been found to be a particularly influential trait that predicts behavior. The influence of personality on travel CGM creation was investigated and the results indicate that travelers' personality traits significantly influence perceived barriers to content creation, motivations to engage in CGM creation, and specific creation behaviors. Contributions and implications are discussed from both a theoretical and a practical perspective. (C) 2010 Elsevier Ltd. All rights reserved.