A cross-cultural comparison of online travel information search behaviors

Evan Jordan, William C. Norman, Christine Vogt

Research output: Contribution to journalArticle

16 Citations (Scopus)

Abstract

This study examines online travel planning behavior through the lens of information foraging theory and uncertainty avoidance. An exercise in planning a hypothetical trip using only the Internet was completed by a sample of individuals from a cultural background with high uncertainty avoidance (Belgium) and individuals from a cultural background with low uncertainty avoidance (United States) in a laboratory environment. In the exercise, individuals were asked to use the Internet to search for and hypothetically "purchase" air travel, accommodation, and activities for their trip. Results revealed that individuals from Belgium took a greater amount of time than Americans to complete the travel planning exercise, often using a 'browsing' style of web search, and exploring many travel options before deciding to "purchase." In contrast, Americans tended to use "one stop shop" search style, often "purchasing" the first transportation, accommodation, or activity their searches produced, and booking multiple travel products or services on a single website.

Original languageEnglish (US)
Pages (from-to)15-22
Number of pages8
JournalTourism Management Perspectives
Volume6
DOIs
StatePublished - Apr 2013
Externally publishedYes

Fingerprint

air transportation
browsing
comparison
travel
Cross-cultural comparison
Information search behavior
planning
Exercise
Planning
Uncertainty avoidance
purchase
Purchase
World Wide Web
Accommodation
Belgium
laboratory
shop
product
services
Web search

Keywords

  • Information foraging
  • Internet
  • Travel-planning
  • Uncertainty avoidance

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management

Cite this

A cross-cultural comparison of online travel information search behaviors. / Jordan, Evan; Norman, William C.; Vogt, Christine.

In: Tourism Management Perspectives, Vol. 6, 04.2013, p. 15-22.

Research output: Contribution to journalArticle

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