Consumer Behaviour in e-Tourism

During the last decades Tourism as an information intensive business has been strongly affected by the rapid changes in technology, especially the Internet,. One of the major results is the changing in traveller’s behaviour. Therefore the challenge of identifying, attracting and retaining customers in the online market as well as the issue of understanding consumer’s perceptions is becoming a critical success factor. The aim of this paper is to identify the determinants that influence potential travellers to use the Internet for travel planning and to show their interrelations. A major result of these findings is a causal model of e-tourism usage. Constructs such as Internet affinity, attitudes and self-efficacy prove to have a major impact on the actual use of the Internet for travel planning, whereas moderating variables such as gender or customer involvement prove to be important as well.

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