Consumer engagement in e-Tourism: Micro-panel data models for the case of Spain

Within the context of use of new technologies by individuals, we dedicate this article to study the behavior of the consumer in relation to the adoption of the Internet as a shopping or information channel for tourism products.

Based on the Surveys on Equipment and Use of Information and Communication Technologies in households, by the National Statistics Institute of Spain, a micro-panel database (2008–2016) is constructed. Using this database and random effects logistic models, the impact of socioeconomic characteristics on the individual’s adoption of the Internet for tourism purposes is estimated. The results indicate that education, family size, digital skills, income, habitat, and employment situation are all significant for explaining the online booking of transportation or accommodation services; however, gender and age are not significant for the case of transportation.

Differences between online buyers of tourism services and individuals who only look for information (bookers vs. lookers) are highlighted. Policy recommendations and business strategies are suggested, either to enhance e-Tourism or to increase the conversion rates of lookers into bookers.

More information about this research can be found in the paper available here by Teresa Garín-Muñoz, Teodosio Pérez-Amaral and Rafael López and financed with the funds of this project.

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.