EXPRESS: The Effects of Curated User-Generated Content to Trigger the Trust Transfer Process on Hotel Website

The emerging marketing tactic of utilizing existing user-generated content (UGC) on the hotel website (i.e., curated UGC) has gained popularity. This research investigates the trust transfer process activated by curated UGC on the hotel website to enhance customers’ attitude toward the hotel (Study 1). Furthermore, the customers’ decision confidence level has been explored in the process of trust transfer process from curated UGC (Study 2). Findings from two experiments suggest that curated UGC triggers a transfer of trust from the hotel website to the hotel, which impacts a change in customers' attitudes. However, this effect can be negative when customers’ decision confidence level is low, due to inconsistent reviews on third-party websites. Findings of this research extend the applicability of trust transfer theory to hotel websites, as well as offer strategic guidance for industry practitioners in effectively utilizing the hotel website by incorporating customers’ reviews.