 Determinants of the intention to participate in firm-hosted online travel communities and effects on consumer behavioral intentionsLuis V. Casaló, Carlos Flavián () and Miguel Guinalíu Tourism Management, 2010, vol. 31, issue 6, 898-911 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. Keywords: Online travel communities; Participation; TAM; TPB; Identification; Consumer behavioral intentions (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:touman:v:31:y:2010:i:6:p:898-911 DOI: 10.1016/j.tourman.2010.04.007 Access Statistics for this article Tourism Management is currently edited by Chris Ryan More articles in Tourism Management from Elsevier |
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