Abstract
Independent travel is generally defined in terms of what it is not: It is not packaged tourism purchased from a travel retailer. Because growing numbers of tourists are choosing to purchase elements of their vacation directly from suppliers, via the Internet, a definition of independent travel based on a traditional view of tourism's channels of distribution appears untenable. An alternative definition of independent travel is proposed, and a measure of independence in vacationer behavior, the Vacation Flexibility Index (VFI), is introduced. Using data on 450 first-time vacationers to New Zealand, VFI measures are shown to vary by travel style segments of the market. VFI measures are also shown to relate to measures on the Novelty Seeking in Tourism scale, and to relate to the advance booking of vacation elements by the tourist. VFI measures are unrelated to the channel of distribution through which the tourist makes vacation bookings. The article concludes with a discussion of the managerial implications of the growing consumer demand for independent vacation travel.
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