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Determinants of the intention to participate in firm-hosted online travel communities and effects on consumer behavioral intentions

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  • Casaló, Luis V.
  • Flavián, Carlos
  • Guinalíu, Miguel

Abstract

The increasing presence of firm-hosted online travel communities is motivating significant changes in the travel industry. This study attempts to explain consumers’ intentions to participate in such communities, and other consumer behavioral intentions, on the basis of a model that integrates the Theory of Planned Behavior, the Technology Acceptance Model, and Social Identity Theory. In addition, this research investigates the link between the intention to participate in a community and two behavioral intentions that may benefit the host firm: the intention to use the firm’s products/services and the intention to recommend the host firm. The results reveal that the chosen theories provide an appropriate framework for explaining the intention to participate; this intention in turn has a positive effect on the two other behavioral intentions. On the basis of the results, the authors propose some key conclusions and managerial implications.

Suggested Citation

  • Casaló, Luis V. & Flavián, Carlos & Guinalíu, Miguel, 2010. "Determinants of the intention to participate in firm-hosted online travel communities and effects on consumer behavioral intentions," Tourism Management, Elsevier, vol. 31(6), pages 898-911.
    • Handle: RePEc:eee:touman:v:31:y:2010:i:6:p:898-911
    DOI: 10.1016/j.tourman.2010.04.007
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    3. Zabih-Allah Torabi & Ali Asghar Shalbafian & Zaheer Allam & Zahed Ghaderi & Beniamino Murgante & Amir Reza Khavarian-Garmsir, 2022. "Enhancing Memorable Experiences, Tourist Satisfaction, and Revisit Intention through Smart Tourism Technologies," Sustainability, MDPI, vol. 14(5), pages 1-18, February.
    4. Hasnizam Shaari & Intan Shafinaz Ahmad, 2017. "Brand Resonance Behavior among Online Brand Community," International Review of Management and Marketing, Econjournals, vol. 7(1), pages 209-215.
    5. Mohammed Anam Akhtar & Khurram Ajaz Khan & Hung Cuong Hoang, 2023. "Role of Social Networking Sites in Financial Product Choice: An Investigation Through the Theory of Planned Behavior," Business Perspectives and Research, , vol. 11(1), pages 44-62, January.
    6. Njål Sivertstøl, 2018. "Why Help Others? A Study of Consumers’ Participation in Online Communities for Customer Support," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 9(4), pages 1442-1476, December.
    7. Natalia Rubio & Nieves Villaseñor & Maria Jesús Yague, 2019. "Does Use of Different Platforms Influence the Relationship between Cocreation Value-in-Use and Participants’ Cocreation Behaviors? An Application in Third-Party Managed Virtual Communities," Complexity, Hindawi, vol. 2019, pages 1-15, January.
    8. Wang, Stephen W. & Ngamsiriudom, Waros, 2015. "Celebrity livery featured aircraft, the Moneki Neko (fortune cat) of airlines," Journal of Air Transport Management, Elsevier, vol. 42(C), pages 110-117.
    9. Hsiu-Ying Kao, Grace & Wang, Stephen W. & Farquhar, Jillian Dawes, 2020. "Modeling Airline Crisis Management Capability: Brand attitude, brand credibility and intention," Journal of Air Transport Management, Elsevier, vol. 89(C).
    10. Mohd Azhar & Sehar Nafees & Sujood & Sheeba Hamid, 2023. "Understanding post-pandemic travel intention toward rural destinations by expanding the theory of planned behavior (TPB)," Future Business Journal, Springer, vol. 9(1), pages 1-17, December.
    11. Hasan Zahid & Badariah Haji Din, 2019. "Determinants of Intention to Adopt E-Government Services in Pakistan: An Imperative for Sustainable Development," Resources, MDPI, vol. 8(3), pages 1-25, July.
    12. Chun-Hua Hsiao & Kai-Yu Tang & John S. Liu, 2015. "Citation-based analysis of literature: a case study of technology acceptance research," Scientometrics, Springer;Akadémiai Kiadó, vol. 105(2), pages 1091-1110, November.
    13. Ionica Oncioiu & Iustin Priescu, 2022. "The Use of Virtual Reality in Tourism Destinations as a Tool to Develop Tourist Behavior Perspective," Sustainability, MDPI, vol. 14(7), pages 1-15, April.
    14. Liu, Huiyuan & Perera, Sandun C. & Wang, Jian-Jun & Leonhardt, James M., 2023. "Physician engagement in online medical teams: A multilevel investigation," Journal of Business Research, Elsevier, vol. 157(C).

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