Journal
JOURNAL OF RETAILING AND CONSUMER SERVICES
Volume 22, Issue -, Pages 244-249Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.jretconser.2014.08.005
Keywords
Consumer behavior; Travel and tourism; Information technology; Internet; Travel planning; Marketing
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Sustaining business success hinges upon a firm's ability to understand and capitalize on consumer behavior trends. Synthesizing information from a variety of sources, this paper discusses the nature of use of the Internet by American travelers. In general, the adoption of the Internet has reached a level of saturation and some traditional channels such as online travel agencies (OTAs) continue to dominate travel planning. While traditional means of Internet use for travel planning appears to be widespread across all customer segments, higher-order Internet uses (i.e., social media) are now prevalent among some segments, particularly among travelers of Generation Y. Also, there seems to be an important bifurcation in the traveler population in that the traditional online consumers remain unchanged with their pattern of use of online tools while sizable groups are adopting emergent information sources and transaction channels. This article details the particulars of these trends and offers managerial implications and future research directions. (C) 2014 Elsevier Ltd. All rights reserved.
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