Emotional attachment, age and online travel community behaviour: the role of parasocial interaction

The conceptual framework linking the three-dimensional construct of parasocial interaction, emotional attachment and online travel community behaviour has been examined. The structural relationships based on responses from 376 online travel community members have been analysed using structural equation modelling (SEM). It was found that identification with members and problem-solving ability have positive effects on emotional attachment, which in turn influences willingness to provide information and behavioural changes. The influence of emotional attachment on willingness to provide information has been moderated by age. This research has provided important insights into the management of an online travel community.