Online travel communities are an increasing phenomenon that is motivating deep changes in the travel industry. The purpose of this work is to explain consumer intention to participate in these communities and loyalty to the firm that hosts the community. To do that, we propose a model that integrates Theory of Planned Behavior (TPB), Technology Acceptance Model (TAM) and Social Identity Theory in order to explain the intention to participate in online travel communities. In addition, we analyze the link between the intention to participate in the community and two behavioral intentions that may benefit the host firm: intention to use the firm products/services and the intention to recommend the host firm. Results reveal that TPB, TAM and Social Identity Theory form an appropriate framework to explain the intention to participate in the community. In addition, we find a positive effect of intention to participate in an online travel community on the two behavioral intentions considered. Based on these results, some conclusions and implications are proposed.
Casaló, Luis; Flavián, Carlos; and Guinalíu, Miguel, "Consumer Behavior In Firm-hosted Online Travel Communities" (2009). MCIS 2009 Proceedings. 54.