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Cyberbullying Behaviors in Online Travel Community: Members’ Perceptions and Sustainability in Online Community

Authors
Kim, Dong Hee
Issue Date
May-2022
Publisher
MDPI
Keywords
online travel community (OTC); cyberbullying; behavioral loyalty; tourism; online sustainability
Citation
Sustainability, v.14, no.9, pp.1 - 6
Journal Title
Sustainability
Volume
14
Number
9
Start Page
1
End Page
6
URI
https://scholarworks.sookmyung.ac.kr/handle/2020.sw.sookmyung/151345
DOI
10.3390/su14095220
ISSN
2071-1050
Abstract
Online travel community (OTC) has been played a critical role for digital marketing in the travel industry. The successful operation of an online travel community is depending on social connection and active friendship among the OTC’s users. However, cyber-victimization has become a critical concern which has been threaten sustainable online travel community. In this regard, this study investigates how cyber-victimization recovery practices in OTAs affect online community ambient and behavioral loyalty in OTCs using second-order confirmatory factor analysis. The results indicate that the OTCs’ efforts to recover the online ambient against cyber-victimization lead OTC members to be loyal to the OTCs. Implications for the sustainable online travel community were discussed.
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문과대학 > 문화관광외식학부 > 1. Journal Articles

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문과대학 (문화관광외식학부)
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