Özet:

Online Travel Communities (OTC) are a kind of social networking sites that consumers can share their travel experiences and they can program their trips by benefiting others experiences. There are many studies that prove consumers are impact on their travel decisions by the information on OTC. Therefore, finding the reasons of participation and active contribution to the OTC are important for tourism marketing. The main purpose of this study is determine the participation and active contribution to the OTC and to expose the relationship between these factors. Quantitative research methods have been applied on this study and 482 OTC users participate the survey. The reasons of participation are found as; social, functional, experiential and psychological needs. The reasons of active contribution are found as; social demands, quality control request, affect demand and expectations. The relationship between the two factor groups was examined by canonical correlation analysis.

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