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Abstract

The Internet has become the primary channel for the purchase of travel-related products such as airline tickets and hotel reservations. This study examines the range and pattern of travel-related products purchased online by American travelers. The results indicate that American travelers can be classified into three travel product groups, ranging from the “Core Traveler” to “Complete Traveler.” Importantly, travelers in these three groups are significantly different in terms of demographic characteristics, information search behavior, and travel planning activities. These findings offer a number of important theoretical and practical implications for destination marketing.

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Online Purchase of Travel Products

The Internet has become the primary channel for the purchase of travel-related products such as airline tickets and hotel reservations. This study examines the range and pattern of travel-related products purchased online by American travelers. The results indicate that American travelers can be classified into three travel product groups, ranging from the “Core Traveler” to “Complete Traveler.” Importantly, travelers in these three groups are significantly different in terms of demographic characteristics, information search behavior, and travel planning activities. These findings offer a number of important theoretical and practical implications for destination marketing.