Buyer Characteristics Among Users of Various Travel Intermediaries

Abstract

As online travel purchases increase, travel intermediaries must change to meet consumer demands. A survey was conducted to identify travelers' selection criteria and expectations of traditional travel agents. Responses from 382 individuals were compared by their methods of purchasing travel arrangements, including those who purchased online, offline, or both. Differences were found among the groups in terms of travel agent selection criteria and expectations; however, the groups were similar in their frequency of travel and number of information sources used. Results and conclusions identified strategies for travel intermediaries to attract and retain clientele.

Online travel purchasing: A literature review

“…In fact, in Morrison et al's model (2001), education was found to be the only sociodemographic variable that affected the likelihood of using the Internet to purchase travel. Yet, other studies found that there was no relationship between them (Beldona, Racherla, & Mundhra, 2011;Garín-Muñoz & Pérez-Amaral, 2011;Li & Buhalis, 2006;Wolfe et al, 2004). Strangely, Chen (2006) found that consumers with higher education levels did not trust travel websites as much.…”

“…However, individuals between the ages of 25 to 55, possessing higher levels of education and income, were more likely to purchase travel online. Effectively, the majority of the succeeding studies also found that travelers with higher education levels were more likely to purchase travel online (Heung, 2003;Kamarulzaman, 2007Kamarulzaman, , 2010Kim & Kim, 2004;Law, Leung, & Wong, 2004;Lee, Qu, & Kim, 2007;Li & Buhalis, 2006;Morrison, Jing, O'Leary, & Cai, 2001;Wolfe, Hsu, & Kang, 2004), but not without some contradictory evidence (e.g., Weber & Roehl, 1999). In fact, in Morrison et al's model (2001), education was found to be the only sociodemographic variable that affected the likelihood of using the Internet to purchase travel.…”

“…Regarding age, there are also contradictory results. Wolfe et al (2004) reported that younger consumers were more likely to purchase online, while noted the opposite. Other researchers 1995 1996 1997 1998 1999 that age did not influence the probability of purchasing travel online.…”

“…Online travel purchasers also seem to have higher levels of income (e.g., Card, Chen, & Cole, 2003;Heung, 2003;Law et al, 2004) and are generally younger (e.g., Kamarulzaman, 2007;Kim & Kim, 2004;Wolfe et al, 2004) than those who purchase in traditional travel agencies. Once again there is no consensus on this subject matter.…”

“…For example, Kim and Kim (2004) found that online purchasers and nonpurchasers did not differ according to level of income. On the contrary, Wolfe et al (2004) actually claimed that travelers who used a travel agent were more likely to be in the upper income levels. Regarding China, Li and Buhalis (2006) found that there were no significant differences in income levels between lookers and bookers.…”