“…For example, participants suggested that they were open to word-of-mouth advertising from their friends or colleagues because their faith in friends and acquaintances adds credibility to such advertising and encourages their travel participation (Kozinets, Valck, Wojnicki, Sarah, & Wilner, 2010). In addition, respondents suggested that they would be willing to sign up for group travel with friends, an act previously identified by Orsega-Smith, Payne, Mowen, Ho, and Godbey (2007) as a constraint negotiation strategy. Unique to this study, however, is older females' reliance on social support from individuals they don't know, who are generally younger, and historically have been backpackers, i.e.…”