The objective of this study was to distinguish changes in online travel information search behavior among generational (baby boomer and Generation X) cohorts between 1995 and 2000. Although significant increases in travel information search behavior were found across all cohorts between the two periods, the study also found that older baby boomer cohorts reported greater increases in the likelihood of travel information search behavior than Generation Xers at large. This empirically validates the notion that boomers adopted the Internet earlier than traditionally assumed. The study provides explanatory detail using a synthesis of literature across the areas of technology adoption theory, e-commerce, and sociology. The findings provide an evolutionary perspective of online travel information search behavior among and within generational cohorts. Theoretical and practical implications are discussed.
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