Abstract
Online travel community has been considered central to models of Internet marketing and electronic commerce in the travel industry. The successful operation of an online travel community depends on the understanding of member participation in and active contribution to the online travel community. This study evaluates an integrated model of an online travel community using structural equation modeling. The results of the study indicate that participation in the travel community is driven mainly by social and hedonic benefits, while level of active contribution can be explained by three instrumental, efficacy, and expectancy related incentives. Implications for the development of a dynamic and sustainable online travel community are discussed.
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