This research proposes an analysis of online consumer buying behavior in the travel and tourism field in Portugal. The study utilizes a self-administrated survey on a sample of 380 individuals created in order to understand the influence of the Internet on consumer buying behavior. The survey was administrated in Portugal, one of the European countries that are still struggling with Internet penetration. Results show the importance of the Internet has on two stages of the buying process: (i) alternative evaluation and (ii) buying act. Furthermore, this research highlights the critical role of touristic products availability and search costs on the buying behavior of consumers. However, past bad experiences and a certain level of insecurity persist as factors limiting the online purchase process. Results confirm the general trends in consumer behavior and highlight the need of moving further for Portugal in terms of technology adoption.

The current study aims to develop and test a new conceptual model for destination branding, including and integrating the concepts of brand identity (brand associations), brand image, perceived quality, satisfation and loyalty. This study hypothesizes relationships among this constructs. This article aims to contribute to the conceptualization of destination branding that is identified as critical concept to the competitiveness of tourist destinations