Backpacker Use of User-Generated Content: A Consumer Empowerment Study

This study examines the importance of the proposed components of Consumer Empowerment through User-Generated Content (UGC) in the travel industry. Researchers have argued that a single common conception of Empowerment is not appropriate across all disciplines and across all contexts. By employing the Uses & Gratifications and Dual-Process Theories, we propose that Consumer Empowerment in the context of UGC can be formed through Content Empowerment, Social Empowerment and Process Empowerment. A focus group discussion session with international tourist backpackers was conducted to gather qualitative data and to verify the importance of the proposed components of Consumer Empowerment. Results indicate that international backpackers identified with all three proposed components of Consumer Empowerment in the context of UGC: Content, Social, and Process.