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Consumer engagement in e-Tourism: Micro-panel data models for the case of Spain

Author

Listed:
  • Teresa Garín-Muñoz

    (National Distance Education University (UNED), Spain)

  • Teodosio Pérez-Amaral

    (Complutense University of Madrid (UCM), Spain)

  • Rafael López

    (Complutense University of Madrid (UCM), Spain)

Abstract

This article analyzes the consumer’s adoption of the Internet for information or shopping of tourist services. Based on the Surveys on Equipment and Use of Information and Communication Technologies in Households, by the National Statistics Institute of Spain, a micro-panel database (2008–2016) is constructed. Using this database and random effects logistic models, the impact of socioeconomic characteristics on the individual’s adoption of the Internet for tourism purposes is estimated. The results indicate that education, family size, digital skills, income, habitat, and employment situation are all significant for explaining the online booking of transportation or accommodation services; however, gender and age are not significant for the case of transportation. Differences between online buyers of tourism services and individuals who only look for information (bookers vs. lookers) are highlighted. Policy recommendations and business strategies are suggested, either to enhance e-Tourism or to increase the conversion rates of lookers into bookers.

Suggested Citation

  • Teresa Garín-Muñoz & Teodosio Pérez-Amaral & Rafael López, 2020. "Consumer engagement in e-Tourism: Micro-panel data models for the case of Spain," Tourism Economics, , vol. 26(6), pages 853-872, September.
    • Handle: RePEc:sae:toueco:v:26:y:2020:i:6:p:853-872
    DOI: 10.1177/1354816619852880
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    References listed on IDEAS

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