Travel Consumers Research Articles

RESEARCH NOTE: A Replication of the Lennon, Weber, and Henson Northern Ireland Tourism Study Using Lithuania as the Target Destination

This study examined the decision variables used by German travel consumers when making certain travel decisions. Data were gathered in March 2000 at the International Tourism Exchange (ITB) in Berlin. ITB is the leading trade fair for the global tourism industry. The authors investigated Lithuania as a potential travel destination. As a result of this research, the authors recommend that the Lithuanian Tourist Board allocate more resources to informing potential tourists about Lithuania and to the development of a relationship marketing program with past visitors because this segment was found to be more predisposed to visiting Lithuania than the average German. Overall, Germans were found to have favorable tourist consumers' perceptions of Lithuania as a tourist destination and as a safe place to visit.

Travel Innovativeness and Self-Image Congruity

One of the important challenges of new travel product marketing is identifying characteristics of travel consumers likely to purchase products early in their product life cycle. To help understand these travellers, two valuable marketing concepts, innovativeness and self-reference theory, have been applied. The research finds that tourism innovators have a distinctly unique self-image when compared to late adopters and suggests means that tourism marketers of innovative products can use to target these important potential customers.

A test of a theoretical model of consumer travel behaviour: German consumers’ perception of Northern Ireland as a tourist destination

Data for this study were collected from German travel consumers at the ITB Travel Trade Fair in Berlin, Germany. The subsequent study empirically tested the influences of information source and travel experience on the perception of Northern Ireland as a safe place. In addition, the influences of information source and travel experience were tested in relation to the perception of Northern Ireland as a travel destination. Some sources of information about Northern Ireland were found to have a positive influence on perceptions, while one (direct mail) had a negative influence on the perception of Northern Ireland as a safe place. The only aspect of travel experience that had a significant influence on the perceptions of travel consumers was whether respondents had visited Northern Ireland before. The eventual premise that was examined was the effect that these previous two perceptions might have on a German travel consumer’s behavioural intentions toward visiting Northern Ireland in the future. The model developed by Lennon et al. in 1999 depicts these relationships. The study supported the influence of the travel consumers’ perceptions of Northern Ireland as a safe place and as a German travel destination on future behavioural intentions to visit Northern Ireland.

The effect of the Internet on travel consumer purchasing behaviour and implications for travel agencies

The Internet and World Wide Web remain one of the most topical issues for travel agents. Some analysts predict there will be no need for travel agents in the future as consumers turn to the Internet to make their travel arrangements. The aim of this research was to investigate the travel purchasing behaviour of consumers and the future implications for traditional travel agencies. Primary data for the study were collected in the USA, where it is generally recognised that a high level of Internet usage exists. The results suggest that while travel consumers are increasingly turning to the Internet, many are still hesitant to book online. Many travellers surveyed had utilised the Internet for purposes such as obtaining information, but few regularly book online. The main barrier stopping consumers from booking travel via the Internet is the perceived lack of a secure payment method. Other significant barriers stated were a lack of confidence in the technology and a need for a personal service and human interface. The results of this research conflict with suggestions in the literature that travel agents will lose their client base overnight when secure payment methods are developed and consumers become more experienced with the technology. The study highlights that many experienced Internet users still prefer to book their travel via traditional distribution channels and believe there will be a need for travel agents in the future. The study also highlights opportunities that may exist for travel agents, such as the promotion of their services to more informed consumers who have already accessed the Internet.

Tour Operators and Liability

Marketing arrangements between hotels and tour operators hold many benefits for hotels, but a recent increase in travel consumers' class-action litigation dictates caution. The ins and outs of hotels' liability for tour operators'misconduct are examined below