IX Seminário da Associação Nacional Pesquisa e Pós-Graduação em Turismo 30 de agosto e 01 setembro de 2012 – Universidade Anhembi Morumbi - São Paulo 1 Using User-Generated Content when travelers make travel plans: A Theory of Planned Behavior perspective Luiz Augusto Machado Mendes Filho 1 Felix B. Tan 2 Annette Mills 3 Abstract: User-Generated Content (UGC) such as online travel reviews written by tourists and posted to virtual communities are more used frequently to transmit travel-related information (Gretezel & Yoo). UGC is then helping travelers to make decisions on their travel plans. This study contributes to the further development of a theory of online consumer behavior by determining which dimensions of the theory of planned behavior (TPB) are most important in the UGC context in the travel industry. This study is utilizing TPB which is one of the most comprehensive intention-based models in the literature explaining the most variance in behavioral intention (Taylor & Todd, 1995). TPB has three independent determinants of intention: attitude toward behavior, subjective norm, and perceived behavior control (PBC). The aim of this paper is to examine the roles of attitude, subjective norm and perceived behavior control in respect of travelers’ intention to use UGC when making travel plans. Further empirical research will be required to validate the proposed model. Keywords: User-Generated Content. Theory of Planned Behavior. Travel Industry. 1 PhD in Business at Auckland University of Technology (New Zealand). Assistant Professor at the Department of Tourism (UFRN) Email. Luiz.mendesfilho@gmail.com 2 Professor of Information Systems at Auckland University of Technology (New Zealand). Email. Felix.tan@aut.ac.nz 3 Associate Professor of Information Systems at the University of Canterbury (New Zealand). Email. Annette.mills@canterbury.ac.nz