The Influence of Tourism Innovativeness on Online Consumer Behavior

The objective of this study is to investigate the impact of tourism-specific consumer innovativeness (i.e., domain-specific innovativeness) on their information search, purchasing, and communication behaviors on tourism websites. The methodology employed is based on a combination of data from website log files and questionnaires (n = 207). The results show that tourism innovativeness is positively related to the frequency and density of site visits, downloading of information brochures, use of the online purchasing mode, and the volume of online purchases. Tourism innovativeness is also positively associated with consumer chatting and e-mailing. The study reveals that consumers high on tourism innovativeness maintain active and cooperative communications with the firm. In summary, the behaviors of innovative consumers that have been documented in traditional offline settings are also exhibited in the online environment. The theoretical and managerial implications are discussed.