The impact of the internet on information sourcing portfolios: Insights from a mature market
Journal
Journal of Travel and Tourism Marketing
ISSN
1054-8408
ISSN-Digital
1540-7306
Type
journal article
Date Issued
2007-10-01
Author(s)
Abstract
This paper contributes to the study of information sourcing behavior of travelers, taking into special consideration the impact of the WWW on information sources composition. The case for this paper is the Swiss traveling population, whose consumption behavior can be characterized as well matured. Methodologically, a combined two step market segmentation is applied, with step 1 consisting of an a-priori segmentation between subjects assigning either low or high importance to the WWW as a source of information, and step 2 consisting of an a-posteriori data driven segmentation on the basis of all other sources of information within each of the above groups. The information about the clusters is enhanced by a number of profile variables, both with regard to travel situations as well as socio-demographic.
The results reveal in compliance with earlier studies that travelers who assign high importance to the WWW as a source of information tend to be rather younger and well educated, and they hold either good or very good professional positions or are currently undergoing training of any kind. However, the WWW turns out to be a complementary rather than a substitutive source of information, depending on the travel situation, such as rather long term planned, with people preferably using hotel type accommodation. Printed brochures in combination with the WWW are rather important with long term planning horizons (more than one quarter) as well as long duration of stay (more than one week). There is further a strong association between the WWW, travel guidebooks and information provided by the tourist information at the destination.
The results reveal in compliance with earlier studies that travelers who assign high importance to the WWW as a source of information tend to be rather younger and well educated, and they hold either good or very good professional positions or are currently undergoing training of any kind. However, the WWW turns out to be a complementary rather than a substitutive source of information, depending on the travel situation, such as rather long term planned, with people preferably using hotel type accommodation. Printed brochures in combination with the WWW are rather important with long term planning horizons (more than one quarter) as well as long duration of stay (more than one week). There is further a strong association between the WWW, travel guidebooks and information provided by the tourist information at the destination.
Language
English
Keywords
Information sourcing
Internet
WWW
promotion
destination marketing
HSG Classification
contribution to scientific community
Refereed
Yes
Publisher
Haworth Press
Publisher place
Binghampton NY
Volume
22
Number
1
Start page
63
End page
80
Pages
18
Subject(s)
Eprints ID
29222