Consumer engagement in e-Tourism: Micro-panel data models for the case of Spain
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[1] Universidad Complutense de Madrid
Universidad Complutense de Madrid
Madrid, España
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[2] Universidad Nacional de Educación a Distancia
Universidad Nacional de Educación a Distancia
Madrid, España
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- Localización: Tourism economics: the business and finance of tourism and recreation, ISSN 1354-8166, Vol. 26, Nº. Extra 6, 2020 (Ejemplar dedicado a: e-Tourism economics), págs. 853-872
- Idioma: inglés
- Texto completo no disponible (Saber más ...)
- Dialnet Métricas: 1 Cita
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Resumen
This article analyzes the consumer’s adoption of the Internet for information or shopping of touristservices. Based on the Surveys on Equipment and Use of Information and CommunicationTechnologies in Households, by the National Statistics Institute of Spain, a micro-panel database(2008–2016) is constructed. Using this database and random effects logistic models, the impact ofsocioeconomic characteristics on the individual’s adoption of the Internet for tourism purposes isestimated. The results indicate that education, family size, digital skills, income, habitat, andemployment situation are all significant for explaining the online booking of transportation oraccommodation services; however, gender and age are not significant for the case of transpor-tation. Differences between online buyers of tourism services and individuals who only look forinformation (bookers vs. lookers) are highlighted. Policy recommendations and business strategiesare suggested, either to enhance e-Tourism or to increase the conversion rates of lookers intobookers.
