Recommendations from a virtual community as a catalytic agent of travel decisions

Abstract

Purpose

The research goal of this study was to determine how flow experience and perceived behavioral control (PBC) affect participation behavior in the backpackers' forum.

Design/methodology/approach

Subjects were self‐selected by placing messages on over five recommendations members in the backpackers' forum. In total, 2,000 invitation messages were mailed to members of the Taiwanese backpackers' forum, of which 435 were returned completed (a return rate of 21.75 percent).

Findings

As our analysis, flow experience in a virtual community is positively associated with the behavioral intentions to use the virtual community. Perceived enjoyment in a virtual community is positively associated with the behavioral intentions to use the virtual community, and behavioral intentions to visit a virtual community are positively associated with the member's actual participation in a virtual community.

Research limitations/implications

While this study has produced meaningful data for the development of multidimensional measures of factors that influence participation behavior in the Taiwanese backpackers' forum, the validity of an instrument cannot be firmly established on the basis of a single study. All of the data used for tests were collected only from a single backpackers' forum.

Practical implications

Our study shows that travel agencies must become technologically astute to keep up with its customers, should be viewing the internet as a vital distribution channel for marketing, and should be linked to other well‐known reservation web sites.

Social implications

The backpacker community served as a reference group that could significantly influence travelers' beliefs, attitudes, and choices.

Originality/value

In the present study we found that a basic understanding of the essence of the backpacker community is a prerequisite for any organization operating a travel‐oriented community if they are to be clear about their mission, purpose, and the right direction to take to achieve their goal. That goal will increase the commitment of the members to a virtual community by increasing their helping behavior and active participation.

Citation

Ku, E.C.S. (2011), "Recommendations from a virtual community as a catalytic agent of travel decisions", Internet Research, Vol. 21 No. 3, pp. 282-303. https://doi.org/10.1108/10662241111139318