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Travelers’ social identification and membership behaviors in online travel community

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  • Qu, Hailin
  • Lee, Haeyoung

Abstract

Given the growing use of the Internet, not only for the purchasing of holidays but also for exchange of information and sharing experiences, the issue of how social identification is created in an online community assumes potential importance. This study investigates travel members’ social identification through their online community experience and its positive behavioral outcomes (i.e., membership behaviors). Data are derived from 352 respondents belonging to MSN groups and are analyzed using structural equation modeling. Results of this study show that members’ active participation fortifies their sense of belonging to the online travel community, which makes members support the community by showing several positive member behaviors such as knowledge sharing, community promotion, and behavioral changes. Travel member’s interaction levels are further revealed to strengthen the magnitudes of the proposed relationships.

Suggested Citation

  • Qu, Hailin & Lee, Haeyoung, 2011. "Travelers’ social identification and membership behaviors in online travel community," Tourism Management, Elsevier, vol. 32(6), pages 1262-1270.
    • Handle: RePEc:eee:touman:v:32:y:2011:i:6:p:1262-1270
    DOI: 10.1016/j.tourman.2010.12.002
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    2. Kivijärvi, Antti & Aaltonen, Sanna & Välimäki, Vesa, 2019. "The feasibility of an online discussion group as a component of targeted youth work in Finland," Children and Youth Services Review, Elsevier, vol. 105(C), pages 1-1.
    3. Munar, Ana María & Jacobsen, Jens Kr. Steen, 2014. "Motivations for sharing tourism experiences through social media," Tourism Management, Elsevier, vol. 43(C), pages 46-54.
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    5. Yung Tan & Ching-Wei Ho, 2019. "Influence of Taiwan Military’s Facebook Community and Organizational Identification on Members’ Attitude toward Joining the Military," International Journal of Business and Economics, School of Management Development, Feng Chia University, Taichung, Taiwan, vol. 18(1), pages 79-95, June.
    6. Yung Tan & Ching-Wei Ho, 2019. "Influence of Taiwan Military¡¦s Facebook Community and Organizational Identification on Members¡¦ Attitude toward Joining the Military," International Journal of Business and Economics, School of Management Development, Feng Chia University, Taichung, Taiwan, vol. 18(1), pages 79-96, June.
    7. Zhu, Tengteng & Zhang, Lu & Zeng, Chuhong & Liu, Xin, 2022. "Rethinking value co-creation and loyalty in virtual travel communities: How and when they develop," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    8. Ching-Wei Ho & Yu-Bing Wang, 2020. "Does Social Media Marketing and Brand Community Play the Role in Building a Sustainable Digital Business Strategy?," Sustainability, MDPI, vol. 12(16), pages 1-17, August.
    9. Lee, Kwang-Ho & Hyun, Sunghyup Sean, 2015. "A model of behavioral intentions to follow online travel advice based on social and emotional loneliness scales in the context of online travel communities: The moderating role of emotional expressivi," Tourism Management, Elsevier, vol. 48(C), pages 426-438.
    10. Prentice, Catherine & Han, Xiao Yun & Hua, Lian-Lian & Hu, Lin, 2019. "The influence of identity-driven customer engagement on purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 339-347.
    11. Ayeh, Julian K. & Au, Norman & Law, Rob, 2013. "Predicting the intention to use consumer-generated media for travel planning," Tourism Management, Elsevier, vol. 35(C), pages 132-143.
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