Predicting Usage of the Internet for Travel Bookings: An Exploratory Study

The marketing of travel on the Internet is growing rapidly and with this so is travel e-commerce. Unfortunately, the research information to date on people searching for travel information online and booking travel through the Internet has lacked depth and sophistication. Therefore, this study developed and tested predictive models for the likelihood of booking travel online and for being a repeat booker of travel online. Using an interactive survey method, the respondents were asked to provide information on their sociodemographic characteristics, travel-related behaviors, Internet usage patterns, perceptions of the Internet, and last trips booked online. Stepwise logistic regression analysis was then applied to develop the two predictive models. A conceptual model was suggested depicting the process through which people become Internet travel bookers.