Profiling users of airline web sites based on their content preferences

Benckendorff, Pierre (2006) Profiling users of airline web sites based on their content preferences. In: Proceedings of the Travel and Tourism Research Association 37th Annual Conference Proceedings, pp. 51-62. From: New Frontiers in Global Tourism: Trends and Competitive Challenges, 18-20 June 2006, Dublin, Ireland.

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Abstract

The growth of low cost airlines has accelerated customer acceptance of the Internet as a suitable medium for booking airline travel. The aim of this exploratory study was to profile the users of airline websites by examining their preferences for various content attributes. The research utilised an online questionnaire to sample the preferences of 1305 respondents from Australia and New Zealand. The results indicated that airline website attributes could be organised into six factors. Further analysis found that users of airline websites could be segmented into four groups based on these factors. These groups were named trip planners, lookers, bookers and frequent flyers. The results indicated that all four groups differ substantially in terms of demographic measures, product usage, motives and purchase behaviour.

Item ID: 4360
Item Type: Conference Item (Refereed Research Paper - E1)
Keywords: airline; information technology; internet; market segmentation; preferences; tourism; website
Date Deposited: 22 Oct 2009 03:29
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1506 Tourism > 150606 Tourist Behaviour and Visitor Experience @ 100%
SEO Codes: 90 COMMERCIAL SERVICES AND TOURISM > 9003 Tourism > 900302 Socio-Cultural Issues in Tourism @ 100%
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