Profiling Airline Web Users: a Segmentation Approach

• Chen, Jospeh S. ^[1] ; Jang, Seyou ^[2]
  1. [1] International University of Applied Sciences Bad Honnef

     International University of Applied Sciences Bad Honnef

     Rhein-Sieg-Kreis, Alemania

     
  2. [2] Sejong University

     Sejong University

     Corea del Sur

     
• Localización: Tourism analysis, ISSN 1083-5423, Vol. 8, Nº. 2-4, 2003, págs. 223-226
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • Due to the paucity of literature dealing with Internet usages, this research attempted to determine users' preferences to airline Web sites with a segmentation approach. The measurement of the users' preferences was accomplished through a two-stage, analytical scheme embracing both qualitative and quantitative methods. Consequently, 16 Web site-related attributes were developed for a mail survey that yielded 328 useful samples. Two distinct segments, named Bargain Seekers and Utilitarians, were collectively determined by a cluster analysis, the importance rankings, and mean scores. Bargain Seekers tended to be younger females with a college degree, an annual income lower than $60,000, and used the Internet over 2 hours daily. In the final analysis, marketing implications along with suggestions for future studies are rendered.