Most important contents in travel blogs: A perspective from Brazilian tourists

Abstract

The present study, conducted with a sample of384 Brazilian respondents, identified that blogs are already considered the second most important information source in the processes of choice and consumption of travel products and services, behind only of the indications that come from family and friends. Among 8 content aspects offered to evaluation in terms of importance "Itineraries and Attractions", "Transportation and Locomotion" were considered the most important. Using the factor analysis technique, blog content items were reduced to 3 factors: (i) General Information, (ii) Stay and (iii) Itineraries. Female respondents and people with lower degree of education, lower income range and lower intensity of travel are those that value the General Information content most. People with more income and traveling less alone are those who attach more importance to Stay content. There were no significant differences between groups when compared the means of importance attributed to the Itineraries factor.