Sustaining businesssuccesshingesupona firm's abilitytounderstandandcapitalizeonconsumer
behaviortrends.Synthesizinginformationfromavarietyofsources,thispaperdiscussesthenatureof
use oftheInternetbyAmericantravelers.Ingeneral,theadoptionoftheInternethasreachedalevelof
saturation andsometraditionalchannelssuchasonlinetravelagencies(OTAs)continuetodominate
travelplanning.WhiletraditionalmeansofInternetusefortravelplanningappearstobewidespread
across allcustomersegments,higher-orderInternetuses(i.e.,socialmedia)arenowprevalentamong
some segments,particularlyamongtravelersofGenerationY.Also,thereseemstobeanimportant
bifurcation inthetravelerpopulationinthatthetraditionalonlineconsumersremainunchangedwith
their patternofuseofonlinetoolswhilesizablegroupsareadoptingemergentinformationsourcesand
transaction channels.Thisarticledetailstheparticularsofthesetrendsandoffersmanagerial
implications andfutureresearchdirections.
Sustaining businesssuccesshingesupona firm's abilitytounderstandandcapitalizeonconsumerbehaviortrends.Synthesizinginformationfromavarietyofsources,thispaperdiscussesthenatureofuse oftheInternetbyAmericantravelers.Ingeneral,theadoptionoftheInternethasreachedalevelofsaturation andsometraditionalchannelssuchasonlinetravelagencies(OTAs)continuetodominatetravelplanning.WhiletraditionalmeansofInternetusefortravelplanningappearstobewidespreadacross allcustomersegments,higher-orderInternetuses(i.e.,socialmedia)arenowprevalentamongsome segments,particularlyamongtravelersofGenerationY.Also,thereseemstobeanimportantbifurcation inthetravelerpopulationinthatthetraditionalonlineconsumersremainunchangedwiththeir patternofuseofonlinetoolswhilesizablegroupsareadoptingemergentinformationsourcesandtransaction channels.Thisarticledetailstheparticularsofthesetrendsandoffersmanagerialimplications andfutureresearchdirections.
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