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Today, the Internet provides human beings with a new way of communication, which is more efficient and effective. This study investigates how the message content and involvement in an online forum influenced the tourism consumers’ purchase intention and conducted online experiments involving 534 subjects. According to the research results, negative messages have stronger effects than positive messages, which may lead to stronger disasters on e-Small and medium tourism enterprise or tourism products. This finding offers potential for finding better ways for sellers (travel agencies) or managers of Small and medium-sized tourism enterprises in a virtual community. Finally, the results of this study also demonstrated positive relationship between the tourism consumers’ online feedback and their purchase decision. The conclusion presents implications, limitations, and directions for future research.

The Impact of Tourist Feedback in the Virtual Community on the Purchase Intention