Modeling Participation in an Online Travel Community

Abstract

This study contributes to the understanding of online travel communities by extending and empirically testing a conceptual framework of online travel community member needs. Specifically, the relationships between member needs and their level of participation in an online travel community are examined; in addition, the effects of duration of membership on the level of participation and the role of demographic differences in terms of member needs and participation are explored. The results show that social and hedonic needs have positive effects on level of participation while functional need has a negative effect. Membership status had an influence on level of participation and demographic characteristics were found to play important roles in terms of member needs and participation in online communities. Implications of these findings are discussed as they provide important guidelines for the development of online travel communities.