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

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.

1. Introduction

Online travel communities (OTCs) play a critical role for online users in experiencing the enhancement of friendships and social connections [1]. However, it is reported that approximately 42% of online users have experienced a sense of interpersonal victimization in cyberspaces [2]. This phenomenon occurs due to the fact that cyberbullying (or called cyber-victimization) is increasingly recognized as problematic psychological outcomes for online users, particularly in the U.S. context [3]. In this regard, some studies highlight that cyber-victimization has become a critical concern which has been addressed by diverse theoretical approaches encompassing rigorously validated assessment in online contexts [4,5].

As part of the online travel marketing strategy, the role of online travel community has grown significantly, allowing users to share their travel experiences, opinions, comments, and ratings online [6]. Currently, previous online tourism studies focused the functional, social, psycholgocial attributes of online travel community to undesrtand the OTC members to engourage involvement in OTCs [7]. However, those attributes may not enough for the creation of OTC enviroment about the mechanisms linking cybervictimazaion in OTCs to lower-members’ well-being. Thus, the impact of how to deal with cybervictimazation in OTCs on the online ambient in OTCS, and the users’ behaviors is a potential area in tourism research area due to the lack of in-depth investigation. To fill the research gap, it might be required for tourism scholars to understand if cyber-victimization occurs in online information/knowledge-sharing communities such as online travel communities (OTCs), which lead to essential discussion about the way of how OTCs’ operators need to cope effectively with their members’ experiences on cyber-victimization.

A review paper on cyberbullying victimization addressed “Each definition of cyberbullying contains some aggressive, hostile, or harmful act that is perpetrated by a bully through an unspecified type of electronic device” [6] (p. 278). According to Nocentini et al. [7] and Á lvarez-García et al. [8], cyber-victimization can be categorized into fourfold: visual (e.g., offensive, harmful, or injurious photos/videos), written-verbal (e.g., annoying, threatening, or offensive calls, messages, or written comments), online exclusion (e.g., not being accepted or being expelled from an online network), and impersonation (e.g., making fun of or get online users into trouble. Despite the construct development of cyber-victimization in diverse domains, few studies have demonstrated the robust construct of cyber-victimization (i.e., visual, written-verbal, online exclusion, and impersonation) and explored management practices for recovering online users who experienced or are faced with types of cyber victimization in online community settings [2]. In this regard, it is necessary for operators of OTCs to develop management practices for online deviant behaviors.

The purpose of the study is to contribute to the body of research on cyber-victimization (and cyberbullying) by developing robust validity and reliability of OTC members’ perceptions toward cyber-victimization among other members and identifying its psychometric properties with mediators, and consequences in OTCs. Our specific goals are to: 1. Examine the validity and reliability of the second-order factor of cyber-victimization recovery practices in OTCs. 2. Explore the comprehensive model that includes the factor of cyber-victimization practices, mediators (e.g., ambient stimuli), and outcomes (e.g., intention to follow OTC advice). 3. Offer OTCs’ management strategies for preventing their members’ cyber-victimization.

2. Materials and Methods

Online travel community (OTC) has been played a critical role for digital marketing in the travel industry [9]. The successful operation of an online travel community is depending on social connection and active friendship among the OTC’s users. With the Internet’s global span, the OTC’s members have opportunities to meet new people, develop travel profiles, share their travel experiences and advices, and encounter new social situations instantanesouly [10]. However, these opporutnies provide a new veneu for interpersonal vicimazation such as cyberbullying in online communities [2]. This phenomenon, due to cyberbullying, is increasingly identified with problematic social and psychological outcomes for online users, particularly in the U.S. context [11]. A recent study also highlights that cyberbullying has become an increasing concern which has been addressed by diverse theoretical and methodological approaches in online travel communities [8]. Therefore, rigorous validated assessment instruments should be discussed [12].

Hospitality and service firms are often the target of negative online reviews. The growth of the internet and electronic word-of-mouth (eWOM) has allowed customers to share their opinions with large audiences [13]. Facebook, Twitter, Yelp, Urbanspoon, Eatability, OpenTable, and TripAdvisor are all credible forums in which consumers can review service firms [13]. There are positive reviews, but more often, negative reviews are more prevalent and receive more attention [13]. Bradley et al. define a negative review as “one that, on balance, offers more complaints and criticisms than compliments” [13]. Customer complaints and negative reviews are different. Complaints serve the purpose of restitution for the customer, while negative reviews are issued with either the purpose of revenge or intent to reach other potential customers [13].

Impersonation involves a party acting as another via mobile phone, social media, and/or internet forums [14]. Traditionally, the motive behind this form is to embarrass the victim or harm the victim’s reputation thus damaging their family, social, or work life. Acting as someone else online, especially in a way that bring about ridicule to the victim, is impersonation [14]. There is not much research based information about cases or effects of impersonation in the world of travel reviews save for a work discussing the use of Oauth to prevent impersonation on social networks [15]. The research discusses issue with Auth [15] and that could potentially lead to impersonation as it relates to online travel reviews.

Visual cybervictimization occurs when a person photographs or shares embarrassing or altered photos or videos without consent [14]. Photographing of videoing an employee or travel without their knowledge is visual cybervictimization. In other cases, an individual will share images or videos with a trusted individual with the intention that the shared media stay between the two parties [14]. If the media is shared with anyone outside of the trusted group, visual cybervictimization has occurred. Altering photos of an individual using Photoshop or similar applications falls under this type as well. While there does not seem to be any existing research on the harm that photos and videos can have on a travel or employee in terms of reviews, there are implications.

Written-verbal cybervictimization is subjecting the victim to irritating, hostile, offensive, or belligerent voice of text messages [14]. This can be carried out by harassing the victim via mobile phone, on social media, online forums, etc. Threatening the victim, embarrassing the victim, or subjecting the victim to bigotry is written-verbal cybervictimization. This form of cyberbullying has the most applications in online travel reviews. There are some cases of written-verbal cybervictimization that have manifested on Airbnb and Yelp. The cases involved racism and bigotry, and sexism, respectively [15,16].

Online exclusion occurs when an individual is banned by an individual or a group from a shared platform or social media site, online forum, or instant messaging program without an appropriate reason [14]. Online exclusion can also occur when an individual is not accepted into a group without appropriate reason. Online exclusion plays an interesting role in the hospitality industry. One could argue that the third-party review sites are in control here. When a third-party site removes an accurate, precautionary post about a hospitality firm, online exclusion may have taken place. Recently, TripAdvisor has been in hot water for removing a post warning guests of potential rape at a resort in Mexico. Three women had been raped at the same resort in Mexico, and TripAdvisor repeatedly deleted a post that warned others [17]. The company claims that the post was removed because “all language needed to be G-rated” [17]. It could be argued that removing credible or accurate posts is an example of online exclusion.

Now that it is understood how cyberbullying can manifest in online reviews, potential effects on employees can be looked at. Employees of a travel may attempt to cope after coming in contact with a negative review online. There are a number of coping methods [13]. Actions that are “problem-focused” may include writing explanations for the failure. Actions that are support-seeking may include confiding in a trusted or empathic person. Passing off the review as unimportant or inaccurate is an example of positive cognitive re-appraisal coping. Exercising, relaxing, or laughing are examples of disengagement, substitution, or incompatible response coping methods.

The present study aims to contribute to the body of research on cyberbullying by developing robust validity and reliability of online travel community members’ perceptions toward cyberbullying behaviors among other members and identifying its psychometric properties with mediators, moderators, and consequences in terms of the use of online travel communities in the U.S. context. Figure 1 explains the proposed research framework. Thus, we propose that:

Hypothesis 1 (H1).

Cybervictimazation recovery practices in OTAs are positvely related to online community affective ambient.

Hypothesis 2 (H2).

Cybervictimazation recovery practices in OTAs are positvely related to online community cognitive ambient.

Hypothesis 3 (H3).

Cognitive online community ambient will positvely influence on online community affective ambient.

Hypothesis 4 (H4).

Affective online community will be positively related to behavioral loyalty toward OTCs.

Hypothesis 5 (H5).

Cognitive online community will be positively related to behavioral loyalty toward OTCs.

3. Research Methodology

A convenience sample of online travel community members was obtained using Amazon Mechanical Turk (https://www.mturk.com/mturk/welcome (accessed on 1 April 2017), which were used to employ valid respondents because of its dominant advantage in assessing frequent online users. To ensure the appropriateness of respondents, the following items were employed at the beginning of the online questionnaire: Online travel communities (e.g., Tripadvisor.com, and lonelyplanet.com) are travel review sites offering a great opportunity for travel searchers to find out what other people think in terms of potential travel products (e.g., destinations) and facilities (e.g., hotels, travels and attractions). The OTC membership indicates that individuals have joined an OTC with personal usernames and passwords, and agreeing to the OTC terms of use and guidelines. When it comes to the measurement items of each construct, the current study employed 17 items, 9 items, and 4 items for cyber-victimization recovery practices [15], ambient stimuli (affective climate: 5 items and cognitive climate: 4 items) [16], and behavioral intentions to follow travel advice [17], respectively.

4. Results

The second-order confirmatory factor analysis confirmed that cyber-victimization recovery practices fits the data well, consisting of the four factors of written-verbal, visual, impersonation, and exclusion, which is consistent with a previous study verifying the second order factor of cyber-victimization behaviors [18]. The scales revealed good validity (construct, concurrent, and convergent) and reliability (internal consistency).

To assess the overall model fit of the measurement model, a confirmatory factor analysis (CFA) was performed. Structural equation modeling (SEM) was conducted to test hypotheses 1 through 5. The goodness-of-fit statistics of the proposed model showed that the model reasonably fit the data (chi-square = 323.769 (df = 113), p = 0.000, chi-square/df = 2.865, IFI = 0.935, CFI = 0.935, TLI = 0.921, RMSEA = 0.077). Figure 2 shows the hypothesized results. The hypothesized relationship between the cyber-victimization recovery practices and affective climate (H1) was not significant (β = 0. 027). The positive relationship between cyber-victimization recovery practices and cognitive climate (H2) was supported by a significant estimate, β = 0.029 (p < 0.01), indicating that cyber-victimization recovery practices positively influence OTC cognitive climate. A cognitive climate had a significantly positive impact on an affective climate (β = 0.029, p < 0.001). The effect of affective climate and cognitive climate on behavioral loyalty (H4, H5) were supported by standardized estimates of β = 0.537 and β = 0.465, respectively (p < 0.001).

5. Discussion

A clear understanding of cyber-victimization is crucial for the successful management of OTCs. However, few studies have examined a heuristic model regarding the relationships of cyber-victimization recovery practices, ambient stimuli, and behavioral loyalty in OTCs. The study considers a total of five hypotheses based on the theoretical and empirical background with regard to salient concepts in cyber information systems, online interactive marketing, and online travel communities. The results of the second-order factor analysis reveal that the four subdimensions of visual, family written-verbal, online exclusion, and impersonation were governed by the second-order construct of cyber-victimization recovery practices in OTCs, which is supported by [18]. The second-order factor significantly influenced ambient stimuli (cognitive climate → affective climate), which in turn affect behavioral loyalty. For OTCs’ operators, the results suggest a need to identify and resolve types of cyber-victimization frequently occurred in OTCs, which can retain OTC members to be loyal to the OTCs.

From a practical perspective, this study provides insights for the online travel marketing practitioners. We proposed that the management of cyber-victimzation can be the one of marketing tool to retain the establishing members, and also to recruit new members of the OTCs. It could be a corporate contribution toward improving community well-being, as part of the OTC’s corporate social responsibility.

According, this study makes a novel contributions by explicating how the online ambients influence online users loyalty toward the OTCs. We flag the need for the OTC’s practitioners to take notice of cyber-victimazion in online communities. Our findings showed that the online environment of ambients can be a happier place to users to spend time and to take advice from the OTCs.T o the best of our knowledge, the current study is the first to provide a conceptual model to explain the managment cyber-victimzation, online amabient and the users’ loyalty to the OTCs.

Despite important contributions, this study has some limitations. Since the sample was obainted from members of Amazon Mturk, the results cannot be generalized to all online users. In the future research, a neatural sample could reveal the reality of the use of online travel community. However, we believe that the result offers interesting perspective to extend the OTC literature by introducting the intererelationship between the management of cybervictimazation, ambient stimuli, and behavioral loyalty to the OTCs.