Developing an Online Business Community: A Travel Industry Case Study

Many businesses are now using online communities to interact with their customers and to realise the many benefits such communities offer. However, there remains little understanding of how such communities should be developed and maintained. A case study of Lonely Planet examines the way in which the travel publisher has established a vibrant online community with more than 250,000 members. Analysis shows that the company has integrated the elements of a socially constructed community with those of a business one. Lonely Planet has increased the value proposition for their customers while nurturing a sense of social belonging. An examination of a successful business-sponsored online community contributes to more understanding of how such communities can be developed.