Consumer engagement in e-Tourism: Micro-panel data models for the case of Spain

Teresa Garín-Muñoz, Teodosio Pérez-Amaral and Rafael López
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Teresa Garín-Muñoz: National Distance Education University (UNED), Spain
Teodosio Pérez-Amaral: Complutense University of Madrid (UCM), Spain
Rafael López: Complutense University of Madrid (UCM), Spain
Authors registered in the RePEc Author Service: Teresa Garín-Muñoz

Tourism Economics, 2020, vol. 26, issue 6, 853-872

Abstract: This article analyzes the consumer’s adoption of the Internet for information or shopping of tourist services. Based on the Surveys on Equipment and Use of Information and Communication Technologies in Households, by the National Statistics Institute of Spain, a micro-panel database (2008–2016) is constructed. Using this database and random effects logistic models, the impact of socioeconomic characteristics on the individual’s adoption of the Internet for tourism purposes is estimated. The results indicate that education, family size, digital skills, income, habitat, and employment situation are all significant for explaining the online booking of transportation or accommodation services; however, gender and age are not significant for the case of transportation. Differences between online buyers of tourism services and individuals who only look for information (bookers vs. lookers) are highlighted. Policy recommendations and business strategies are suggested, either to enhance e-Tourism or to increase the conversion rates of lookers into bookers.

Keywords: bookers; conversion rates; e-Tourism; logistic regression; lookers; micro-panel data (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:sae:toueco:v:26:y:2020:i:6:p:853-872

DOI: 10.1177/1354816619852880

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