Knowlege Sharing Behavior In Travel Virtual Community

The rapid development of online travel agency,making tourists pay more attention to the quality and personality of travel.Tourism gradually change from the traditional and standard way to independent and personality way,the travel virtual community come into being under the development of self-travel.It has become an important channel for tourists to get information,affected tourist make decision and developed into a new social way.The impact of on online travel agency has become increasingly prominent,the product and content of travel virtual community is a key element of its successful development.Therefore,understanding the behavior of the members of travel virtual community is crucial to its development.In this study, the author built a model about travel virtual community member’s behavior of knowledge sharing,used a sample of 323 employees of travel virtual community in China,based on social capital theory and sense of travel virtual community perspective.Using the Descriptive statistical analysis,reliability and validity analysis,correlation analysis,regression analysis,and structural equation to analysis the data,the result show that:( 1) Social capital has significant positive influence on member’s knowledge sharing behavior in travel virtual community,familiarity dimension and perceived similarity dimension has significant positive influence on member’s knowledge sharing behavior,but trust dimension has no significant influence;(2)The sense of travel virtual community has significant influence on member’s knowledge sharing behavior;(3)The three dimension of Social capital has significant influence on the sense of travel virtual community;(4)The sense of virtual community between social capital and knowledge sharing behavior has partial mediate effects.Finally,according to the research conclusion,the author put forward some implications for travel virtual community management practice, and due to the insufficient of this study, we have also proposed the directions in future research.