This research was conducted to examining the mainland Chinese tourists‟ behavior on and credibility perception of travel websites. According to the data collected from the online questionnaire survey, mainland Chinese tourists tend to share negative experiences on the web; and consider more on review information than on reviewers‟ information.

ABSTRACT
 INTRODUCTION
 LITERATURE REVIEW
  Seller-related Information
  Mainland Chinese Tourists
  mainland Chinese tourists. Hence,
  User-generated Content (UGC)
  Credibility Perception of Travel Websites
 METHODOLOGY
 FINDINGS AND ANALYSIS
  Hypotheses Testing
  Credibility Perception Analysis
 CONCLUSION
 REFERENCES

• Alex Mo(The Hong Kong Polytechnic University, Hong Kong)
• Barry Mak(The Hong Kong Polytechnic University, Hong Kong)