TRUST IN USER-GENERATED CONTENT FOR SMART TOURISM DEVELOPMENT IN MALAYSIA
DOI:
https://doi.org/10.21837/pm.v24i42.2051Keywords:
User-Generated Content, Trust, Trust Deficit, Tourism Development, Smart TourismAbstract
The increasing use of digital platforms has transformed the tourism industry, with user-generated content (UGC) becoming a key source of information for tourists. As tourists increasingly rely on online reviews, social media, and shared experiences, trust has emerged as a critical factor in decision-making and destination perception. This study aims to examine the significance of trust in UGC for smart tourism development in Malaysia, particularly in shaping tourists’ perceptions, behaviour, and engagement within digital environments. Adopting a qualitative approach through document analysis, this study reviews relevant literature on UGC, trust, and smart tourism to identify key themes and relationships. The findings reveal three key insights. First, a trust deficit exists in UGC, where the abundance of digital information does not necessarily translate into user confidence, given concerns about credibility and reliability. Second, trust acts as a mediating mechanism, determining whether UGC is accepted and utilised in tourist decision-making. Third, trust plays a critical role in supporting the effectiveness of smart tourism systems, as it influences user engagement, information utilisation, and overall system performance. The study highlights that while digital technologies are essential in smart tourism development, their effectiveness depends largely on the trustworthiness of information shared among users. Strengthening trust in UGC is therefore crucial for supporting informed decision-making, enhancing the tourist experience, and ensuring sustainable tourism development. This study contributes by offering a clearer understanding of how trust shapes the relationship between digital information and smart tourism outcomes, particularly within the Malaysian context.
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