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| Author: | Lohmann, M. Schmücker, D.J. |
| Title: | Internet research differs from research on internet users: Some methodological insights into online travel research |
| Journal: | Tourism review = Revue de tourism = Zeitschrift für Tourismus
2009 : VOL. 64:1, p. 32-47 |
| Index terms: | market research internet marketing travel research methodology activity sampling surveys |
| Freeterms: | user studies |
| Language: | eng |
| Abstract: | This paper aims to examine the internet users and their online (here as: o-l.) information and booking behaviour which are becoming more important for the travel and tourism industry. The internet users' travel and information/booking behaviour are surveyed through o-l. surveys. The paper shows today's chances and limitations of sampling using list-based e-mail invitations and o-l. access panels. It is indicated that sampling method and length of field time substantially influence on response rates. It can further be shown that results from o-l. travel research differ from results obtained in face-to-face interviews even when with a focus on the same target group. As long as o-l. research differs from research on internet users, o-l. surveys appear to be rather a good complement than a substitution for more traditional research methods. |
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