—The relationship between various demographics and online leisure travel booking intention was investigated yielding some interesting results. Consequently, this study recommends these demographic variables be considered in segmenting travelers to find those more likely to book online. Spearman correlation analysis and the Kruskal-Wallis test revealed insights on the demographic data that are valuable for targeting leisure travelers in the online marketplace.
—internet; leisure travel; online; segmentation.
Michael Conyette, BA, MBA, DBA is Okanagan School of Business Okanagan College Vernon, British Columbia, Canada (e-mail: firstname.lastname@example.org).
Cite:Michael Conyette, "Demographics for Segmentation in Online Travel," International Journal of Trade, Economics and Finance vol.2, no.1, pp. 93-98, 2011.