Profiling travel E-shoppers in Britain
The Internet technology presents a great opportunity for tourism businesses to market and distribute their services and this has affected the way consumers interact with tourism marketers. This research aims to fill the gaps in the current understanding of the potential of e-tourism marketing in Bri...
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| フォーマット: | Conference or Workshop Item |
| 言語: | English |
| 出版事項: |
2008
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| オンライン･アクセス: | http://eprints.um.edu.my/9234/1/All.pdf http://eprints.um.edu.my/9234/ |
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| 要約: | The Internet technology presents a great opportunity for tourism businesses to market and distribute their services and this has affected the way consumers interact with tourism marketers. This research aims to fill the gaps in the current understanding of the potential of e-tourism marketing in Britain through examining the profile of e-shoppers for travel services. This involved in recognizing the customers' demographic and geo-demographic profile and also their purchasing pattern. This research converges from the backgrounds of e-tourism, e-marketing and consumer behaviour while employing Internet Survey tools in the data collection stage. The paper is organised into two significant parts. The first addresses the background of the research with regards to aspects of e-tourism and its development. The second part presents the empirical research, aspects of methodology, research contribution and conclusion. The results explicitly clarified several key contributions and implications to marketing theory and practice. |
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