Tourists’ Valuation of Other Tourists’ Contributions to Travel Web Sites
Virtual communities represent one of the most interesting phenomena in the recent growth of the World Wide Web (e.g., Armstrong and Hagel 1996, Hoffman and Novak 1996). An important characteristic of virtual communities is that they require contributions from their members; both active, e.g. by participating in discussions, or putting up web sites, and passive, e.g. by looking at other people’s web sites, or placing requests. It is not surprising therefore, that firms operating on the Internet increasingly attempt to use virtual communities as instruments to compete for consumer attention, and that companies that are successful at attracting active contributors to their web sites have seen their stock market values go up dramatically (e.g., GeoCities, eBay).
KeywordsConjoint Analysis Virtual Community Random Utility Model Travel Information Tourism Service
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