YouTube e user generated content: O seu valor e a sua utilidade no setor do turismo em Portugal

Consumers are turning to user generated content (UGC) to make decisions, including tourism-related choices such as travel, accommodation and restaurants. The objective of this study is to understand the relationship between the functional value and the perceived utility of the UGC by consumers, considering the context of tourism in YouTube. The study is quantitative and in total 748 responses were obtained through an online questionnaire addressed to YouTube users in Portugal. Through the analysis of multivariate data it was verified that the greater the perception of the functional value of the UGC, the greater the perceived utility of these contents. The study contributes to a greater knowledge of the use of UGC, suggesting that companies in the tourism area should engage in the creation of useful content for consumers.