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Assessing Structure of Online Channel Use by American Travellers

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Information and Communication Technologies in Tourism 2014

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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.

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Author information

Authors and Affiliations

  1. National Laboratory for Tourism and eCommerce, School of Tourism and Hospitality Management, Temple University, Philadelphia, USA

    Yeongbae Choe & Daniel R. Fesenmaier

Authors
  1. Yeongbae Choe
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  2. Daniel R. Fesenmaier
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Correspondence to Yeongbae Choe .

Editor information

Editors and Affiliations

  1. Virginia Tech, Blacksburg, Virginia, USA

    Zheng Xiang

  2. Washington State University, Vancouver, Washington, USA

    Iis Tussyadiah

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Choe, Y., Fesenmaier, D.R. (2013). Assessing Structure of Online Channel Use by American Travellers. In: Xiang, Z., Tussyadiah, I. (eds) Information and Communication Technologies in Tourism 2014. Springer, Cham. https://doi.org/10.1007/978-3-319-03973-2_31

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