University Of Tasmania

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Understanding Sustained Participation in Virtual Travel Communities from the Perspectives of Is Success Model and Flow Theory

journal contribution
posted on 2023-05-18, 08:20 authored by Lingling GaoLingling Gao, Xuesong BaiXuesong Bai, Park, A
Virtual travel communities (VTCs) are now popular and influential venues for tourism information sharing. With the increasing number of VTCs and low switching cost, it is challenging to retain existing users and encourage their continued participation. Despite the importance of user retention to VTCs survival, little research attention has been devoted to understanding the members’ continued participation behavior. The purpose of this study is to test a new model of VTC beliefs, attitudes, and continuance behaviors, by integrating information system success model and flow theory. The model integrates measures proven in traditional consumer behavior theory, such as wordof- mouth and satisfaction, with behavioral measures unique to the virtual domain, such as stickiness. The results of a field survey of members of QYER, a Chinese VTC, indicate that system quality and information quality directly affect flow experience and member satisfaction, which ultimately determine site stickiness and word-of-mouth behavior. Furthermore, by modeling system quality and information quality as multifaceted constructs, the results reveal key quality concerns in VTCs. The findings will help academics as well as practitioners gain insights into member retention in VTCs.


Publication title

Journal of Hospitality and Tourism Research












Sage Publications, Inc.

Place of publication

United States

Rights statement

Copyright 2014 International Council on Hobart, Restaurant and Institutional Education

Repository Status

  • Restricted

Socio-economic Objectives

Communication not elsewhere classified