Skip to main content
SpringerLink
Log in

Influence of Offline Activities and Customer Value Creation on Online Travel Community Continuance Usage Intention

  • Conference paper
  • First Online:
Information and Communication Technologies in Tourism 2019

Abstract

The purpose of this study is to empirically test a model that examines the roles of offline activities and customer value creation on tourists’ continuance use of online travel communities (OTCs). Hypotheses were tested through a sample of 251 respondents on Amazon Mechanical Turk (MTurk). SmartPLS structural equation modelling was used to test the structural model. Results indicated that offline activities significantly influence hedonic and social values, while this support was not found with functional value. Similarly, while offline activities positively influence continuance usage intention, no positive relationship was established between offline activities and recommendation intention. Additionally, the three dimensions of customer value creation positively influenced continuance usage intention. This study suggests that in planning offline activities, managers of OTCs must understand the dynamics of customer value creation in order to enhance social bonds among members and continuous usage of the OTC.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 139.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 179.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  1. Hsu SHY, Yen HR (2016) Predicting good deeds in virtual communities of consumption: The cross-level interactions of individual differences and member citizenship behaviors. Internet Res 26(3):689–709

    Article  Google Scholar 

  2. Casaló LV, Flavián C, Guinalíu M (2010) Determinants of the intention to participate in firm-hosted online travel communities and effects on consumer behavioral intentions. Tour Manag 31(6):898–911

    Article  Google Scholar 

  3. TripAdvisor (2018) About TripAdvisor. Downloaded from: https://tripadvisor.mediaroom.com/us-about-us. Accessed 19 April 2018

  4. Zephoria (2018) The top 20 valuable Facebook statistics. Downloaded from https://zephoria.com/top-15-valuable-facebook-statistics/. Accessed 19 April 2018

  5. Protalinski E (2014) Facebook passes 1.23 billion monthly active users, 945 million mobile users, and 757 million daily users. Downloaded from: https://thenextweb.com/facebook/2014/01/29/facebook-passes-1-23-billion-monthly-active-users-945-million-mobile-users-757-million-daily-users/. Accessed 19 April 2018

  6. Millington R (2015) How to stop branded communities from becoming ghost towns. Downloaded from: https://www.prweek.com/article/1330778/stop-branded-communities-becoming-ghost-towns. Accessed 19 April 2018

  7. Sigala M (2017) How “bad” are you? Justification and normalisation of online deviant customer behaviour. In: Information and communication technologies in tourism 2017, pp. 607–622. Springer, Cham

    Chapter  Google Scholar 

  8. Lin HF (2007) The role of online and offline features in sustaining virtual communities: an empirical study. Internet Res 17(2):119–138

    Article  Google Scholar 

  9. Cova B, Pace S (2006) Brand community of convenience products: new forms of customer empowerment–the case “my Nutella The Community”. Eur J Market 40(9/10):1087–1105

    Article  Google Scholar 

  10. Ryu K, Han H, Kim TH (2008) The relationships among overall quick-casual restaurant image, perceived value, customer satisfaction, and behavioral intentions. Int J Hosp Manag 27(3):459–469

    Article  Google Scholar 

  11. Kuo YF, Wu CM, Deng WJ (2009) The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services. Comput Hum Behav 25(4):887–896

    Article  Google Scholar 

  12. Casaló LV, Flavián C, Guinalíu M (2013) New members’ integration: Key factor of success in online travel communities. J Bus Res 66(6):706–710

    Article  Google Scholar 

  13. Ukpabi D, Olaleye S, Mogaji E, Karjaluoto H (2018) Insights into online reviews of hotel service attributes: A cross-national study of selected countries in Africa. In: Information and communication technologies in tourism 2018, pp 243–256. Springer, Cham

    Google Scholar 

  14. Wasko MM, Faraj S (2005) Why should I share? Examining social capital and knowledge contribution in electronic networks of practice. MIS Q 29(1):35–57

    Article  Google Scholar 

  15. Wang Y, Fesenmaier DR (2004) Towards understanding members’ general participation in and active contribution to an online travel community. Tour Manag 25(6):709–722

    Article  Google Scholar 

  16. Kim WG, Lee C, Hiemstra SJ (2004) Effects of an online virtual community on customer loyalty and travel product purchases. Tour Manag 25(3):343–355

    Article  Google Scholar 

  17. Short J, Williams W, Christie B (1976) The social psychology of telecommunication. Wiley, London

    Google Scholar 

  18. Biocca F, Harms C, Burgoon JK (2003) Toward a more robust theory and measure of social presence: Review and suggested criteria. Presence Teleoperators Virtual Environ 12(5):456–480

    Article  Google Scholar 

  19. Garrison DR, Anderson T, Archer W (1999) Critical inquiry in a text-based environment: Computer conferencing in higher education. Int Higher Educ 2(2/3):87–105

    Article  Google Scholar 

  20. Yoo Y, Alavi M (2001) Media and group cohesion: Relative influences on social presence, task participation, and group consensus. MIS Q 25(3):371–390

    Article  Google Scholar 

  21. Koh J, Kim YG (2004) Knowledge sharing in virtual communities: an e-business perspective. Expert Syst Appl 26(2):155–166

    Article  Google Scholar 

  22. Licoppe C (2004) ‘Connected’presence: the emergence of a new repertoire for managing social relationships in a changing communication technoscape. Environ Plann D Soc Space 22(1):135–156

    Article  Google Scholar 

  23. Zhang M, Guo L, Hu M, Liu W (2017) Influence of customer engagement with company social networks on stickiness: Mediating effect of customer value creation. Int J Inf Manag 37(3):229–240

    Article  Google Scholar 

  24. Cravens DW, Holland CW, Lamb CW Jr, Moncrieff WC (1988) Marketing’s role in product and service quality. Ind Market Manag 17:285–304

    Article  Google Scholar 

  25. Sheth JN, Newman BI, Gross BL (1991) Why we buy what we buy: a theory of consumption values. J Bus Res 22(2):159–170

    Article  Google Scholar 

  26. Sweeney JC, Soutar GN (2001) Consumer perceived value: the development of a multiple item scale. J Retail 77(2):203–220

    Article  Google Scholar 

  27. Kim B, Han I (2011) The role of utilitarian and hedonic values and their antecedents in a mobile data service environment. Expert Syst Appl 38(3):2311–2318

    Article  Google Scholar 

  28. Karjaluoto H, Shaikh A, Saarijärvi H, Saraniemi S (2018) How perceived value drives the use of mobile financial services apps? Int J Inf Manag. https://doi.org/10.1016/j.ijinfomgt.2018.08.014

  29. Wang HY (2016) Predicting customers’ intentions to check in on Facebook while patronizing hospitality firms. Serv Bus 10(1):201–222

    Article  Google Scholar 

  30. Lee KH, Hyun SS (2015) A model of behavioral intentions to follow online travel advice based on social and emotional loneliness scales in the context of online travel communities: The moderating role of emotional expressivity. Tour Manag 48:426–438

    Article  Google Scholar 

  31. Rintamäki T, Kanto A, Kuusela H, Spence MT (2006) Decomposing the value of department store shopping into utilitarian, hedonic and social dimensions: evidence from Finland. Int J Retail Distrib Manag 34(1):6–24

    Article  Google Scholar 

  32. Matei S (2004) The impact of state-level social capital on the emergence of virtual communities. J Broadcasting Electron Media 48(1):23–40

    Article  Google Scholar 

  33. Koh J, Kim YG, Kim YG (2003) Sense of virtual community: a conceptual framework and empirical validation. Int J Electron Commer 8(2):75–94

    Article  Google Scholar 

  34. Zott C, Amit R, Donlevy J (2000) Strategies for value creation in e-commerce: best practice in Europe. Eur Manag J 18(5):463–475

    Article  Google Scholar 

  35. Liang TP, Ho YT, Li YW, Turban E (2011) What drives social commerce: The role of social support and relationship quality. Int J Electron Commer 16(2):69–90

    Article  Google Scholar 

  36. Algesheimer R, Dholakia U, Herrmann A (2005) The social influence of brand communities: evidence from European car clubs. J Market 59(3):19–34

    Article  Google Scholar 

  37. Kumar V, Petersen JA, Leone RP (2007) How valuable is word of mouth. Harv Bus Rev 85(10):139–149

    Google Scholar 

  38. Gökerik M (2018) Surprise Me with Your Ads! The Impacts of guerrilla marketing in social media on brand image. Asia Pac J Market Logist 30(5):20–40

    Google Scholar 

  39. Chin WW (1998) The partial least squares approach to structural equation modeling. Mod Methods Bus Res 295(2):295–336

    Google Scholar 

  40. Bagozzi RP, Yi Y, Phillips LW (1991) Assessing construct validity in organizational research. Adm Sci Q, 421–458

    Article  Google Scholar 

  41. Hair JF, Ringle CM, Sarstedt M (2011) PLS-SEM: Indeed a silver bullet. J Market Theor Pract 19(2):139–152

    Article  Google Scholar 

  42. Fornell C, Larcker DF (1981) Structural equation models with unobservable variables and measurement error: algebra and statistics. J Market Res, 382–388

    Article  Google Scholar 

  43. Leppäniemi M, Jayawardhena C, Karjaluoto H, Harness D (2017) Unlocking behaviors of long-term service consumers: the role of action inertia. J Serv Theor Pract 27(1):270–291

    Article  Google Scholar 

  44. Kang J, Tang L, Fiore AM (2014) Enhancing consumer–brand relationships on restaurant Facebook fan pages: Maximizing consumer benefits and increasing active participation. Int J Hosp Manag 36:145–155

    Article  Google Scholar 

  45. Voorhees CM, Fombelle PW, Gregoire Y, Bone S, Gustafsson A, Sousa R, Walkowiak T (2017) Service encounters, experiences and the customer journey: defining the field and a call to expand our lens. J Bus Res 79:269–280

    Article  Google Scholar 

  46. Luo Q, Huang L (2016) Identity Construction in a travel-related virtual community: a case study on a guangzhou couch-surfing community. J China Tour Res, 1–20

    Google Scholar 

  47. Arenas-Gaitan J, Javier Rondan-Cataluña F, Esteban Ramírez-Correa P (2013) Social identity, electronic word-of-mouth and referrals in social network services. Kybernetes 42(8):1149–1165

    Article  Google Scholar 

  48. Huang L, Jia L, Song J (2015) Antecedents of user stickiness and loyalty and their effects on users’ group-buying repurchase intention

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. University of Jyväskylä, Jyväskylä, Finland

    Dandison Ukpabi & Heikki Karjaluoto

  2. University of Oulu, Oulu, Finland

    Sunday Olaleye

  3. University of Greenwich, Greenwich, UK

    Emmanuel Mogaji

Authors
  1. Dandison Ukpabi
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Heikki Karjaluoto
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Sunday Olaleye
    View author publications

    You can also search for this author in PubMed Google Scholar

  4. Emmanuel Mogaji
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Dandison Ukpabi .

Editor information

Editors and Affiliations

  1. Business School, University of Eastern Finland, Joensuu, Finland

    Juho Pesonen

  2. Faculty of Informatics, TU Wien, Vienna, Austria

    Julia Neidhardt

Rights and permissions

Reprints and permissions

Copyright information

© 2019 Springer Nature Switzerland AG

About this paper

Check for updates. Verify currency and authenticity via CrossMark

Cite this paper

Ukpabi, D., Karjaluoto, H., Olaleye, S., Mogaji, E. (2019). Influence of Offline Activities and Customer Value Creation on Online Travel Community Continuance Usage Intention. In: Pesonen, J., Neidhardt, J. (eds) Information and Communication Technologies in Tourism 2019. Springer, Cham. https://doi.org/10.1007/978-3-030-05940-8_35

Download citation

Publish with us

Policies and ethics

Search

Navigation