This study suffers from an age and geographic population bias. The sample population was drawn from 18- to 25-year olds. Of the students, 97 percent were from the Eastern USA, 2 percent from other portions of the USA, with the remaining 1 percent being international students. The sample population was younger, more internet savvy, and had a better understanding of technology than the general travel consumer. Similar biases are true of most web site research (Tarasewich et al., 2001). However, it is not known how these biases affected our results and conclusions. Future
studies should seek a wider demographic segment. While the goal of this study was to examine the decisions of this younger demographic, its findings may not be applicable to the consumer population as a whole.