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Using the Internet as a Pleasure Travel Planning Tool: an Examination of the Sociodemographic and Behavioral Characteristics Among Internet Users and Nonusers

Florida State University

H. Leslie Furr

Georgia Southern University

Alex M. Susskind

Cornell University

A critical prerequisite for the formulation of effective travel marketing strategies in the next decade must include an understanding of the influence exerted through the Internet. The increasing presence of the Internet as an instrument for advertising travel destinations and travel-related services highlights its importance as a factor in travelers'decision-making processes. This exploratory investigation examined travelers who requested on-line infor mation about a potential vacation destination using the Internet. Results of this investiga tion suggest that Internet "users," when compared with "nonusers," are more educated, have higher household incomes, use commercial lodging accommodations while travel ing, tend to travel by air, and spend more money on travel-related expenses on a per diem basis. Implications for target marketing strategies designed for travel destination areas, services, and facilities are discussed.

Key Words: Internet • tourism and travel • destination marketing • consumer behavior; and marketing strategy.

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