Comunidades virtuales de viajeros: un caso de éxito

Contenido principal del artículo

Resumen

Este artículo se propone estudiar la comunidad italiana de viajeros on line Ho sempre voglia di partire que, en solo dos años de vida, cuenta con más de 540 000 seguidores, más de 7 000 000 de visitas por mes y 2 700 000 interacciones. El objetivo es describir las interacciones presentes en la comunidad para desvelar las razones por las cuales los usuarios participan, los beneficios, reales y simbólicos que obtienen, y poder comprender las razones del éxito. A través de una triangulación de métodos el artículo desvela como la clave de todas las interacciones es la emoción y que, por lo tanto, los beneficios que los miembros obtienen son principalmente emocionales.
 
 

Detalles del artículo

Sección
Investigaciones

Referencias

ALMEIDA GARCÍA, F., PELÁEZ-FERNÁNDEZ, A. M., MACÍAS, R., & BALBUENA, A. 2016. Residents’ perceptions of tourism development in Benalmádena (Spain). Tourism Management, 54, 259-274. 10.1016/j.tourman.2015.11.007.

AGAG, G., & EL-MASRY, A. 2016a. Understanding Consumer Intention to Participate in Online Travel Community and Effects on Consumer Intention to Purchase Travel Online and WOM: An Integration of Innovation Diffusion Theory and TAM with trust. Computers in Human Behaviour. http://dx.doi.org/10.1016/j.chb.2016.02.038.

AGAG, G., & EL-MASRY, A. 2016b. Understanding the Determinants of Hotel Booking Intentions and moderating Role of Habit. International Journal of Hospitality Management 54, 52-67. http://dx.doi.org/10.1016/j.ijhm.2016.01.007

AMARO, S., & DUARTE, P. 2013. Online Travel Purchasing: A Literature Review. Journal of Travel & Tourism Marketing, 30(8), 755-782. http://dx.doi.org/10.1080/10548408.2013.835227

AMARO, S., DUARTE, P., & HENRIQUES, C. 2016. Travelers’ use of social media: A clustering approach. Annals of Tourism Research, 59, 1-15. https://doi.org/10.1016/j.annals.2016.03.007

ANDERECK, K. L., & CALDWELL, L. L. 1993. The inflaence of tourist’s characteristics on ratings of infonnation sources for an attraction. En M. Uysal & D. R. Fesenmaier (Eds.), Communication and Channel Systems in Tourism Marketing (pp. 171-190). London: The Haworth Press.

ANGEHRN, A. 1997. Designing mature internet business strategies: The ICDT model. European Management Journal, 15(4), 361-369. https://doi.org/10.1016/S0263-2373(97)00016-9

ARMSTRONG, A., & HAGEL, J. 1996. The Real Value ofOn-line Communities. Harvard Business Review, 74(3), 134-141, May-June. https://doi.org/10.1016/B978-0-7506-7293-1.50009-3

AYEH, J. K. 2015. Travellers’ Acceptance of Consumer-Generated Media: An Integrated Model of Technology Acceptance and Source Credibility Theories. Computers in Human Behavior, 48, 173-80. https://doi.org/117.724915

AYEH, J. K., AU, N., & LAW, R. 2013. Predicting the Intention to use Consumer Generated Media for Travel Planning. Tourism Management, 35, 132-143. https://doi.org/95.05557

BAYM, N. 2010. Personal Connections in the Digital Age. Malden, MA: Polity Press.

BEITH, M.2004. Living like locals. Newsweek (19-04-2004) https://bit.ly/2S4Q9YM

BILGIHAN, A., BARREDA, A, OKUMUS, F., & NUSAIR, K. 2016. Consumer perception of knowledge- sharing in travel-related Online Social Networks. Tour. Manag., (52), 287-296, https://doi.org/ 62.478733

BRAY, J., SCHETZINA, C., & STEINBRINK, S. 2006. Six travel tech trends for 2006. En Christou, E., Sigala, M. (Ed.), Social Media in Travel, Tourism and Hospitality. London: Routledge, https://doi.org/10.4324/9781315609515

BRONNER, F., & DE HOOG, R. 2008. Agreement and Disagreement in Family Decision-making. Tourism Management, (29), 967. https://doi.org/10.1016/j.tourman.2007.12

BRUNS, A. 2008. Blogs, Wikipedia, Second Life, and Beyond: From Production to Produsage. New York: Peter Lang.

BRYCE, D., CURRAN, R., O’GORMAN, K., & TAHERI, B. 2015. Visitors’ Engagement and Authenticity: Japanese Heritage Consumption. Tourism Management, (46), 571-581. http://dx.doi.org/10.1016/j.tourman.2014.08.012

CHANG, H. H., FU, C.S., & JAIN, H.T. 2016. Modifying UTAUT and innovation diffusion theory to reveal online shopping behavior: Familiarity and perceived risk as mediators. Information Development, 32(5), 1757-1773. https://doi.org/10.1177/0266666915623317

CHEN, G., YANG, S., & TANG, S. 2013. Sense of virtual community and knowledge contribution in a P3 virtual community: Motivation and experience. Internet Res., 23(1), 4-26. https://doi.org/10.13140/2.1.4684.0960

CHUNG, N., & KOO, C. 2015. The Use of Social Media in Travel Information Search. Telemat. Informatics, 32. https://doi.org/10.1016/j.tele.2014.08.005

CHUNG, N., LEE, H., LEE, S. J., & KOO, C. 2015. The Influence of Tourism Website on Tourists’ Behavior to Determine Destination Selection: A Case Study of Creative Economy in Korea. Technological Forecasting and Social Change, 96, 130-143. https://doi.org/10.1016/j.techfore.2015.03.004

CRESWELL, J. W. 2014. Research Design: Qualitative, Quantitative and Mixed Methods Approaches (4th ed.). London: Sage Publications Ltd.

DEDEKE, A. 2016. Travel Web-site Design: Information Task-fit, Service Quality and Purchase Intention. Tourism Management, 54, 541-554. https://doi.org/0.1016/j.tourman.2016.01.001

ENOCH, Y., & GROSSMAN, R. 2010. Blogs of Israeli and Danish Backpackers to India. Annals of Tourism Research, 7(2), 520-36. https://doi.org/10.1016/j.annals.2009.11.004

ERT, E., FLEISCHER, A., & MAGEN, N. 2016. Trust and Reputation in the Sharing Economy: The Role of Personal Photos in Airbnb. Tourism Management, 55, 62-73. https://doi.org/10.2139/ssrn.2624181

FILIERI, R., & MCLEAY, F. 2014. E-WOM and Accommodation: An Analysis of the Factors That Influence Travelers’ Adoption of Information from Online Reviews. J. Travel Res., 53 (1), 44-57. https://doi.org/10.1177/0047287513481274

FOTIS, J., BUHALIS, D., & ROSSIDES, N. 2012. Social media use and impact during the holiday travel planning process. Information and Communication Technologies in Tourism, 13-24. https://doi.org/10.1007/978-3-7091-1142-0_2

GITELSON, R. J., & CROMPTON, J. 1983. The planning horizons and sources of infonnation used by pleasure vacationers. Journal of Travel Research, 21(3), 2-7. https://doi.org/10.1177/004728758302100301

GRETZEL, U., FESENMAIER, D. R., & O’LEARY, J. T. 2006. The transfonnation of consumer behaviour. En D. Buhalis & C. Costa (Eds.), Tourism Business Frontiers. Amsterdam; London: Buttterworth Heinemann.

HARRIGAN, P., EVERS, U., MILES, M., & DALY, T. 2017. Customer Engagement with Tourism Social Media Brands. Tourism Management, 59, 597-609. https://doi.org/10.1016/j.tourman.2016.09.015

HOWARD, R., RESTREPO, L., & CHANG, C. 2017. Addressing individual perceptions: An application of the unified theory of acceptance and use of technology to building information modelling. International Journal of Project Management, 35, 107-120. http://dx.doi.org/10.1016/j.ijproman.2016.10.012

HSU, M.H., JU, T.L., YEN, C.H., & CHANG, C.M. 2007. Knowledge sharing behavior in virtual communities: The relationship between trust, self-efficacy, and outcome expectations. International Journal Human-Computer Studies, 65(2), 153-169. http://dx.doi.org/10.1016/j.ijhcs.2006.09.003

JACOBSEN, J. K. S., & MUNAR, A. M. 2012. Tourist information search and destination choice in a digital age. Tourism Management Perspectives, 1, 39-47 https://doi.org/10.1016/j.tmp.2011.12.005

KAMBOJ, S., & RAHMAN, Z. 2017. Measuring customer social participation in online travel communities: Scale development and validation. Journal of Hospitality and Tourism Technology, 8(3) 432-464. https://doi.org/10.1108/JHTT-08-2016-0041

KANG, M., & SCHUETT M. 2013. Determinants of Sharing Travel Experiences in Social Media. J. Travel Tour. Mark., 30(1), 107-127. https://doi.org/10.1080/10548408.2013.751237

KAPLAN, A., & HAENLEIN, M. 2010. Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68. https://doi.org/10.1016/j.bushor.2009.09.003

KAVOURA, A., & STAVRIANEA, A. 2015. Following and Belonging to an Online Travel Community in Social Media, its Shared Characteristics and Gender Differences. Procedia - Soc. Behav. Sci., 175, 515-521. https://doi.org/10.1016/j.sbspro.2015.01.1231

KAVOURA, A., & BORGES, M. T. T. 2016. Understanding online communities on social networks via the notion of imagined communities: the case of Tripdvisor. International Journal of Web Based Communities, 12(3), 238-261. https://doi.org/10.1504/IJWBC.2016.077759

KIM, W. G., LEE, C., & HIEMSTRA, S. J. 2004. Effects of an online virtual community on customer loyalty and travel product purchases. Tourism management, 25(3), 343-355. https://doi.org/10.1016/S0261-5177(03)00142-0

KOZINETS, R. V. 1999. E-tribalized marketing?: the strategic implications of virtual communities of consumption. European Management Journal, 17(3), 252-264, https://doi.org/10.1016/S0263-2373(99)00004-3

LI, C., & BERNOFF, J. 2008. Groundswell. Winning in a world transformed by social technologies. 1st ed., Boston, MA, Harvard Business Press.

LITVIN, S. W., & DOWLING, K. M. 2017. Tripadvisor and hotel consumer brand loyalty. Current Issues in Tourism, 1-5. 10. https://doi.org/1080/13683500.2016.1265488

LITVIN, S. W., GOLDSMITH, R. E., & PAN, B. 2008. Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29(3), 458-468. https://doi.org/10.1016/0160-7383(92)90127-B

MCLUHAN, M., & WATSON, W. 1970. From Cliché to Archetype with Wilfred Watson. New York: Pocket Book.

MAYO, E. J., & JARVIS, L. P. 1981. The Psychology of Leisure Travel. Boston: CBI Publishing.

MARIAMPOLSKI, H. 2005. Ethnography for marketers: A guide to consumer immersion. London: Sage.

MANSFELD, Y. 1992. From motivation to actual travel. Annals of Tourism Research, 19, 399-419. https://doi.org/10.1016/0160-7383(92)90127-B

MILL, R. C., & MORRISON, A. M. 2002. The tourism system (4th ed.). Dubuque, Iowa: Kendall/Hunt Pub.

MOHD-ANY, A. A., WINKLHOFER, H., & ENNEW, C. 2015. Measuring Users’ Value Experience on a Travel Website (e-value): What Value is Cocreated by the User? Journal of Travel Research, 54(4), 496-51. https://doi.org/10.1177/0047287514522879

MUNAR, ANA MARIA. 2010. Digital Exhibitionism: The Age of Exposure. Culture Unbound, 2, 401- https://doi.org/22. 10.3384/cu.2000.1525.10223401

MUNIZ, A. M., JR., & O’GUINN T. C. 2001. Brand Community. Journal of Consumer Research, 27(4), 412-432. https://doi.org/10.1086/319618

OLSEN, M. D., & CONNOLLY, D. J. 2000. Experience-based Travel. Cornell Hotel and Restaurant Administration Quarterly, 41(1 ), 30-40. https://doi.org/10.1177/001088040004100121

PANTELIDIS, L. S. 2010. Electronic meal experience: A content analysis of online restaurant comments. Cornell Hospitality Quarterly, 51(4), 483-91. https://doi.org/10.1177/1938965510378574

PEYTON, T. 2014. Emotion to action?: Deconstructing the ontological politics of the “Like” button. En T. Benski & E Fisher (Eds.), Internet and Emotions (pp. 113-129). New York: Routledge.

POWERS, M. J. 1997. How to program a Virtual Community. Emeryville, Calif.: Ziff-Davis Press.

PREECE, J. 2000. Online communities: designing usability, supporting sociability. New York, John Wiley.

PREBENSEN, N. K., KIM, H., & UYSAL, M. S. 2016. Co-creation as Moderator Between the Experience Value and Satisfaction Relationship. Journal of Travel Research, 5(7), 934-945. https://doi.org/10.1177/0047287515583359

PUDLINER, B. A. 2007. Alternative literature and tourist experience: travel and tourist Weblogs. Journal of Tourism and Cultural Change, 5(1), 46-59. https://doi.org/10.2167/jtcc051.0

QUALMAN, E. 2009. Socialnomics: how social media transforms the way we live and do business. New Jersey: John Wiley & Sons.

RASHIDI, T.H., ABBASI, A., MAGHREBI, M., HASAN, S., & WALLER, T.S. 2017. Exploring the capacity of social media data for modelling travel behaviour: Opportunities and challenges. Transportation Research Part C: Emerging Technologies, 75, 197-211. https://doi.org/10.1016/j.trc.2016.12.008 -

REYPENS, C., LIEVENS, A., & BLAZEVIC, V. 2016. Leveraging Value in Multi-stakeholder Innovation Networks: A Process Framework for Value Co-creation and Capture. Industrial Marketing Management, 56, 40-50. https://doi.org/10.1016/j.indmarman.2016.03.005

RIEDER, B. 2013. Studying Facebook via data extraction. En Proceedings of the 5th Annual ACM Web science conference. WebSci’13. Paris, May. 2-4, pp. 346-355. https://doi.org/10.1145/2464464.2464475

RHEINGOLD, H. 1991. Virtual reality. New York: Summit Books.

ROQUE, V. & RAPOSO, R. 2015. Social media as a communication and marketing tool in tourism: an analysis of online activities from international key player DMO. Anatolia. https://doi.org/10.1080/13032917.2015.1083209.

ROSENBLATT, B. 1997. Virtual Communities: The benchmark for success online? Recuperado de https://bit.ly/2GuKSIE (18-05-2006).

SHNEIDERMAN, B. 2015. Building Trusted Social Media Communities: A Research Roadmap for Promoting Credible Content. En Roles, Trust, and Reputation in Social Media Knowledge Markets. Springer Cham Heidelberg, New York, Dordrecht, London: Springer International Publishing.

SCOLARI, C. 2008. Hipermediaciones. Elementos para una teoría de la comunicación digital interactiva. Barcelona: GDISA.

SHELTON, K., & MCNEELEY, T. 1997. Virtual communities companion. Albany: Coriolis Group Books.

SIRAKAYA, E., & WOODSIDE, A. G. 2005. Building and testing theories of decision making by travellers. Tourism Management,26(6), 815-832. https://doi.org/10.1016/j.tourman.2004.05.004

SMITH, M. A., & KOLLOCK, P. 1999. Communities in cyberspace. London; New York: Routledge.

SPARKS, B. A., & BROWNING, V. 2011. The impact of online reviews on hotel booking intentions and perception of trust. Tourism Management, 32(6), 1310-1323. https://doi.org/10.1016/j.tourman.2010.12.011

SOTIRIADIS, M. 2017. Sharing tourism experiences in social media: A literature review and a set of suggested business strategies. International Journal of Contemporary Hospitality Management, 29(1), 179-225, https://doi.org/10.1108/IJCHM-05-2016-0300

TORET, J. et al. 2013. Tecnopolítica: la potencia de las multitudes conectadas. Catalunya: IN3 Working Paper Series. Recuperado de https://goo.gl/VqGK3t

TUSSYADIAH, I. P., & FESENMAIER, D. R. 2008. Marketing places through first-person stories. An analysis of Pennsylvania roadtripper blog. Journal of Travel & Tourism Marketing 25, https://doi.org/10.1080/10548400802508358

URRY, J. 1990. The Tourist Gaze. London: Sage.

OGT, C., & FESENMAIER, D. R. 1998. Expanding the functional information search model. Annals of Tourism Research, 25(3), 551-578. https://doi.org/10.1016/S0160-7383(98)00010-3

VOLO, S. 2010. Bloggers’ reported tourist experiences: Their utility as a tourism data source and their effect on prospective tourists. Journal of Vacation Marketing, 16(4), 297-311. https://doi.org/10.1177/1356766710380884

WANG, Y., YU, Q., & FESENMAIER, D. R. 2002. Defining the virtual tourist community: implications for tourism marketing. Tourism Management, 23(4), 407-417. https://doi.org/10.1016/S0261-5177(01)00093-0

WANG, Y., & FESENMAIER, D. R. 2004ª. Modeling participation in an online travel community. Journal o/Travel Research, 42(3), 261-270. https://doi.org/10.1177/0047287503258824

WANG, Y., & FESENMAIER, D. R. 2004b. Towards understanding members’ general participation in and active contribution to an online travel community. Tourism Management, 25(6), 709-722. https://doi.org/10.1016/j.tourman.2003.09.011

WANG, D., FESENMAIER, D. R., WERTHNER, H., & WÖBER, K. 2010. The journal of information technology & tourism: A content analysis of the past 10 years. Information Technology & Tourism, 12, 3–16: https://doi.org/10.3727/109830510X12747489979547

WERTHNER, H., & RICCI, F. 2004. E-commerce and tourism. Commun. ACM. 47, 101-105. https://doi.org/10.1145/1035134.1035141.

WOODSIDE, K. 1990. An approach to studying local government autonomy: The Ontario experience. Canadian, Public Administration, 33, 198-213. https://doi.org/10.1111/j.1754-7121.1990.tb01393.x

XIANG, Z., DU, Q., MA, Y., & FAN, W. 2017. A comparative analysis of major online review platforms: Implications for social media analytics in hospitality and tourism. Tourism Management, 58, 51-65. https://doi.org/10.1016/j.tourman.2016.10.001

YU, Z., XU, H., YANG, Z., & GUO, B. 2016. Personalized travel package with multi-point-of-interest recommendation based on crowdsourced user footprints. IEEE Transactions on Human-Machine Systems, 46(1), 151-158, https://doi.org/10.1109/THMS.2015.2446953