Predicting Online Travel Purchases: The Case of Switzerland
Type
conference paper
Date Issued
2009-05-28
Author(s)
Abstract
This paper examines why and under what conditions prospective travelers complete their bookings through online services compared to other methods. The study is based on a repre-sentative survey within 1,898 Swiss households. The results show that the likelihood of book-ing online increases if someone is drawn to a website to gather information in the first place, and if the product sold through the website is transparent and well-understood (either per se or because the customer is familiar with the product), or if any other booking-related communication would impose a financial charge, independent of the socio-demographic background of the prospective traveler
Language
English
Keywords
internet
online travel
online booking
information search
look-to-book
HSG Classification
not classified
Refereed
Yes
Event Title
38th European Marketing Academy (EMAC) Annual Conference
Event Location
Nantes
Event Date
26.-29.05.2009
Subject(s)
Eprints ID
55181