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Influential factors in electronic loyalty towards online tourism communities: Backpackers case

Abstract:

In today's tourism market, information consumers demand, increasingly, online technological environments that allow them to compare in real time: tour packages, products and services. This article proposes the design of a new theoretical model that represents the analysis and implication of the effect that dimensions of electronic satisfaction and flow experience have on the state of electronic loyalty of those consumers, users or clients that make up the virtual communities' tourist backpacker. A quantitative methodological approach was used through the application of an online questionnaire as an instrument for the collection of information. The survey was applied to backpackers who are members of at least one of the five recognized online communities in Ecuador and internationally. The results obtained corroborate the hypotheses, indicating, in addition, that an effective combination of technical quality and service quality, manage to enhance motivation, confidence and satisfaction in this type of online community. Finally, it is concluded that more than 99% of the backpackers surveyed, due to the information they exchange and their positive experiences online, would recommend such virtual communities to new followers of these travel styles.