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.
ประคับประคอง abilitytounderstandandcapitalizeonconsumer businesssuccesshingesupona บริษัทbehaviortrends Synthesizinginformationfromavarietyofsources, thispaperdiscussesthenatureofใช้ oftheInternetbyAmericantravelers.Ingeneral,theadoptionoftheInternethasreachedalevelofความเข้ม (OTAs) andsometraditionalchannelssuchasonlinetravelagencies continuetodominatetravelplanning WhiletraditionalmeansofInternetusefortravelplanningappearstobewidespreadใน allcustomersegments, arenowprevalentamong สูงข่าวลือ orderInternetuses (i.e.,socialmedia)บาง segments,particularlyamongtravelersofGenerationY.Also,thereseemstobeanimportantbifurcation inthetravelerpopulationinthatthetraditionalonlineconsumersremainunchangedwithpatternofuseofonlinetoolswhilesizablegroupsareadoptingemergentinformationsourcesand ของพวกเขาช่องทางธุรกรรม Thisarticledetailstheparticularsofthesetrendsandoffersmanagerialผล andfutureresearchdirections
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