Digital Identity Management and Satisfaction with Virtual Travel Communities

Virtual communities are emerging as an effective marketing tool with increasing number of technologies supporting online communications. This study proposed that members' satisfaction with virtual travel communities (VTCs) is positively influenced by their perception of, attitude towards, and trust in digital identity management (DIM) system employed in VTCs and tested the model using SEM analysis. The study found that perceptions of DIM have a positive effect on attitude and trust which, in turn, positively influences satisfaction. The results of the study are useful for travel organizations, as well as technology designers, who are considering using VTCs as one of their online marketing strategies.