Using the Internet as a Pleasure Travel Planning Tool: An Examination of the Sociodemographic and Behavioral Characteristics among Internet Users and Nonusers

Abstract

A critical prerequisite for the formulation of effective travel marketing strategies in the next decade must include an understanding of the influence exerted through the Internet. The increasing presence of the Internet as an instrument for advertising travel destinations and travel-related services highlights its importance as a factor in travelers’ decision-making processes. This exploratory investigation examined travelers who requested on-line information about a potential vacation destination using the Internet. Results of this investigation suggest that Internet “users," when compared with “nonusers,” are more educated, have higher household incomes, use commercial lodging accommodations while traveling, tend to travel by air, and spend more money on travel-related expenses on a per diem basis. Implications for target marketing strategies designed for travel destination areas, services, and facilities are discussed.