Year: 2015
Type: article
Study design: Observational Study
Abstract: This research proposes an analysis of online consumer buying behavior in the travel and tourism field in Portugal. The study utilizes a self-administrated survey on a sample of 380 individuals created in order to understand the influence of the Internet on consumer buying behavior. The survey was administrated in Portugal, one of the European countries that are still struggling with Internet penetration. Results show the importance of the Internet has on two stages of the buying process: (i) alternative evaluation and (ii) buying act. Furthermore, this research highlights the critical role of touristic products availability and search costs on the buying behavior of consumers. However, past bad experiences and a certain level of insecurity persist as factors limiting the online purchase process. Results confirm the general trends in consumer behavior and highlight the need of moving further for Portugal in terms of technology adoption.
Source: Tourism Analysis
Institutions: Fernando Pessoa University, Bournemouth University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2290397604