Restricted accessResearch articleFirst published online 1998-8
Using the Internet as a Pleasure Travel Planning Tool: an Examination of the Sociodemographic and Behavioral Characteristics Among Internet Users and Nonusers
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 infor
mation about a potential vacation destination using the Internet. Results of this investiga
tion suggest that Internet "users," when compared with "nonusers," are more educated,
have higher household incomes, use commercial lodging accommodations while travel
ing, 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.
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