Abstract
This study applies the Dualistic Model of Passion (DMP) and tests the relationships between passion types (obsessive passion and harmonious passion), real-me, and behavioural loyalty (knowledge-sharing continuance intentions and community promotion) in online travel communities. Through online survey methods, the data collection procedure focused on U.S. consumers who were members of the online travel community. A total of 314 samples were applicable for testing structural relationships among observed constructs. A structural equation modelling analysis was conducted to test the proposed hypotheses. This study also provides a multi-group analysis to examine the moderating effect of emotional loneliness on the relationship between real-me and behavioural loyalty (knowledge-sharing continuance intentions and community promotion, respectively). The results provide support for all hypotheses except for the one about the moderating effect of emotional loneliness on the relationship between real-me and knowledge-sharing continuance intentions. The results offer new insights into the extended model and have valuable implications for operational practices in online travel communities.
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