Int. J. of Electronic Marketing and Retailing   »   2010 Vol.3, No.4

 

 

Title: Online social networks in the travel sector

 

Author: Daniel Belanche, Luis V. Casalo, Carlos Flavian, Miguel Guinaliu

 

Addresses:
Department of Marketing, Universidad de Zaragoza, Gran Via, 2, CP: 50005, Zaragoza, Spain.
Department of Marketing, Universidad de Zaragoza, Gran Via, 2, CP: 50005, Zaragoza, Spain.
Department of Marketing, Universidad de Zaragoza, Gran Via, 2, CP: 50005, Zaragoza, Spain.
Department of Marketing, Universidad de Zaragoza, Gran Via, 2, CP: 50005, Zaragoza, Spain

 

Abstract: To advance understanding of online social networks in the travel sector, in which consumers share experiences about travel destinations and search information to plan their travels, this study analyses some antecedents and consequences associated with participation in such networks. The authors consider two levels of participation: observation and knowledge contribution. The data reveal that observation depends on calculative commitment to the network, whereas knowledge contribution exhibits a positive effect initiated by both calculative and affective commitment. Trust has positive effects on both types of commitment. Finally, observation and knowledge contribution positively influence a consumer's intention to use the products and services of the travel organisation that hosts the network.

 

Keywords: online social networks; travel industry; observation; knowledge contribution; trust; affective commitment; calculative commitment; loyalty; consumer intentions; travel destinations; travel planning; travel experiences; information sharing.

 

DOI: 10.1504/IJEMR.2010.036880

 

Int. J. of Electronic Marketing and Retailing, 2010 Vol.3, No.4, pp.321 - 340

 

Available online: 15 Nov 2010

 

 

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