Travellers’ Intentions to Purchase Travel Products Online: The Role of Shopping Orientation

  • Jan Møller Jensen


Usage of the Internet and subsequent Internet retail sales have increased dramatically over the last years. According to Statistics Denmark, for 2007, 76% of the Danish population uses the Internet at least once a week. 69% of the Internet users have purchased products or services on the Internet. Statistics further reveal that travel products are the most popular category to be purchased on the Internet. 49% of the Internet users have bought travel products online and this figure seems to be steadily rising. No doubt, with more and more travellers perceiving the Internet as an alternative to more traditional visits to travel agent offices, the integration of the Internet into the travel and tourism industry becomes an important challenge to the traditional role of travel agencies. Airlines and wholesale travel operators are beginning to market their products directly to the traveller through their websites, and virtual travel agencies are selling travel products directly...


Internet Usage Internet Shopping Online Purchasing Shopping Orientation Traditional Store 
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Copyright information

© Physica-Verlag Heidelberg 2009

Authors and Affiliations

  1. 1.Department of MarketingUniversity of Southern DenmarkOdenseDenmark

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