Assessing Structure of Online Channel Use by American Travellers

Yeongbae Choe () and Daniel R. Fesenmaier ()
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Yeongbae Choe: Temple University
Daniel R. Fesenmaier: Temple University

A chapter in Information and Communication Technologies in Tourism 2014, 2013, pp 425-437 from Springer

Abstract: Abstract Understanding the use of online channels for travel planning is one of the most important challenges facing destination marketing organizations (DMOs). The results of this study found that travellers tend to use a small number of online channels and that there is a strong hierarchical pattern in their use. The results also indicated that the use of online channel could help to distinguish four groups of travellers who differ in terms of demographic characteristics, information searching, product purchasing behaviour and trip expenditures. These findings provide an essential guidance regarding potential strategies for designing and implementing an effective communication programs with prospective travellers.

Keywords: Online channels; Guttman scale; Structure; Media repertoire (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-319-03973-2_31

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DOI: 10.1007/978-3-319-03973-2_31

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