Empirical Research On The Knowledge Sharing Behaviour In Domestic Tourism Network Community

As an important part of the tertiary industry and one of the fastest-growing new industries in the world,tourism is called as the sunrise industry which fits well into China’s economic development strategy. At present,tourism industry has entered an information era,with tourism as its ontology and the Internet as its technological tools.Tourism Network Community has accumulated high popularity and stimulated the development of tourism by providing a quality service of resource accumulation and information consultation.An attractive Network Community means a steady stream of Page View and the richness of community contents, especially the contents shared by community members.Thus, in order to bring the role of Tourism Network Community into full play,it is necessary to conduct a further research on the impact factors of knowledge sharing behaviour and its impact mechanism on travel decisions.Taking members of Tourism Network Community as the research object,this article indicates that the knowledge sharing behaviour of members is affected on two levels, group factors and individual factors.This paper proposes a factor model of members’ knowledge sharing behaviour in Tourism Network Community,as well as an integrated analysis model of knowledge sharing effects on travel decisions.Using SPSS and Structure Equation Modeling methods,an empirical study is carried out to investigate the internal factors of member’s knowledge sharing behaviour and the influence knowledge sharing behaviour exerts on travel decisions.The results show that,(a). group norms and social identity,which belong to the group level,have appreciable impacts on members’ knowledge sharing behaviour, when it comes to the individual level, the case is that individual outcome expectations significantly affect knowledge sharing behaviour while social outcome expectations not.(b). knowledge sharing behaviour has significant effects on member’s travel decisions. Besides, the study provides a reference on community management and the sustainable development of Tourism Network Community.