Predicting a Behavioral Profile for Pleasure Travelers on the Basis of Internet Use Segmentation

In an attempt to create a behavioral profile of pleasure travelers segmented based on Internet use, 5,319 pleasure travelers were interviewed. Initially, the respondents were classified as an Internet user or Internet nonuser based on whether or not they would use the Internet to seek travel related information. Using discriminant analysis, chi square, and analysis of variance statistical techniques, a profile of demographic and behavioral characteristics was created. The results of this study suggest that people who use the Internet to search for travel-related information are likely to be people who are (a) college-educated owners of computers, (b) less than 45 years of age, (c) stay more often in commercial lodging establishments, and (d) spend more money each day while traveling. Implications for marketing managers and future research are discussed