Assessing structure in American online purchase of travel products

Sangwon Park, Dan Wang, Daniel Fesenmaier

Research output: Journal article publicationJournal articleAcademic researchpeer-review

16 Citations (Scopus)


The Internet has become the primary channel for the purchase of a number of travelrelated products including airline tickets, hotel reservations, car rental, tickets to events and attractions, etc. This study examines the pattern of travel-related products purchased online by American travelers. The results of this study indicate that there is a strong hierarchical structure in the purchasing of eight travel-related products. In addition, it appears that American travelers can be roughly classified into three travel product groups, ranging from the 'Core Internet Traveler' and 'Advanced Internet Traveler' to the 'Comprehensive Internet (or Complete) Traveler.' Finally, an analysis of the travelers indicates that they differ significantly in terms of demographic characteristics, information search behavior, and travel planning activities. These findings offer a number of important implications for destination marketing.
Original languageEnglish
Pages (from-to)401-417
Number of pages17
Issue number3
Publication statusPublished - 1 Dec 2011
Externally publishedYes


  • Destination marketing
  • Guttman scalogram analysis
  • Online purchase
  • Travel and hospitality products

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Earth-Surface Processes


Dive into the research topics of 'Assessing structure in American online purchase of travel products'. Together they form a unique fingerprint.

Cite this