IDEAS home Printed from https://ideas.repec.org/b/zbw/fomkcm/6.html
   My bibliography  Save this book

Die Travel Journey von Digital Natives und Digital Immigrants: Eine vergleichende Analyse der digitalen und analogen Customer Touchpoints im Buchungsprozess von Urlaubsreisen

Editor

Listed:
  • FOM Hochschule für Oekonomie & Management, KCMS KompetenzCentrum für Marketing & Sales Management

Author

Listed:
  • Godbersen, Hendrik
  • Hausinger, Lena

Abstract

In der vorliegenden Studie werden auf der Basis einer Befragung mit 1.158 Teilnehmerinnen und Teilnehmern die Travel Journeys von Digital Natives und Digital Immigrants verglichen. Die Ergebnisse zeigen unter anderem, dass die digitalen Touchpoints sowohl für die Digital Natives als auch für die Digital Immigrants grundsätzlich eine höhere Relevanz als die analogen Touchpoints haben. Dabei stellen für beide Zielgruppen Suchmaschinen, Reisebuchungsportale, Reiseplattformen, Vergleichs- und Bewertungsportale, Verwandte und Bekannte sowie Reiseliteratur die wesentlichen Touchpoints während der Travel Journey dar. Da die jüngeren Digital Natives die digitalen Touchpoints häufiger nutzen als die älteren Digital Immigrants sollten Reiseveranstalter ihre künftigen Schwerpunkte stärker im digitalen Marketing setzen.

Suggested Citation

  • Godbersen, Hendrik & Hausinger, Lena, 2022. "Die Travel Journey von Digital Natives und Digital Immigrants: Eine vergleichende Analyse der digitalen und analogen Customer Touchpoints im Buchungsprozess von Urlaubsreisen," KCMS Schriftenreihe, FOM Hochschule für Oekonomie & Management, KCMS KompetenzCentrum für Marketing & Sales Management, volume 6, number 6 edited by FOM Hochschule für Oekonomie & Management, KCMS KompetenzCentrum für Marketing & Sales Management, July.
    • Handle: RePEc:zbw:fomkcm:6
    as

    Download full text from publisher

    File URL: https://www.econstor.eu/bitstream/10419/249957/1/1786442418.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Isabelle Brun & Lova Rajaobelina & Line Ricard & Bilitis Berthiaume, 2017. "Impact of customer experience on loyalty: a multichannel examination," The Service Industries Journal, Taylor & Francis Journals, vol. 37(5-6), pages 317-340, April.
    2. Qian Wang & Michael Myers & David Sundaram, 2013. "Digital Natives and Digital Immigrants," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 5(6), pages 409-419, December.
    3. Stephanie Carretero & Riina Vuorikari & Yves Punie, 2017. "DigComp 2.1: The Digital Competence Framework for Citizens with eight proficiency levels and examples of use," JRC Research Reports JRC106281, Joint Research Centre.
    4. de Haan, Evert & Wiesel, Thorsten & Pauwels, Koen, 2016. "The effectiveness of different forms of online advertising for purchase conversion in a multiple-channel attribution framework," International Journal of Research in Marketing, Elsevier, vol. 33(3), pages 491-507.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Cambra-Fierro, Jesús & Gao, Lily (Xuehui) & Melero-Polo, Iguácel, 2021. "The power of social influence and customer–firm interactions in predicting non-transactional behaviors, immediate customer profitability, and long-term customer value," Journal of Business Research, Elsevier, vol. 125(C), pages 103-119.
    2. Cambra-Fierro, Jesús & Polo-Redondo, Yolanda & Trifu, Andreea, 2021. "Short-term and long-term effects of touchpoints on customer perceptions," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    3. Bayer, Emanuel & Srinivasan, Shuba & Riedl, Edward J. & Skiera, Bernd, 2020. "The impact of online display advertising and paid search advertising relative to offline advertising on firm performance and firm value," International Journal of Research in Marketing, Elsevier, vol. 37(4), pages 789-804.
    4. Umut Ünal & Rıfgı Buğra Bağcı & Mertcan Taşçıoğlu, 2024. "The perfect combination to win the competition: Bringing sustainability and customer experience together," Business Strategy and the Environment, Wiley Blackwell, vol. 33(5), pages 4806-4824, July.
    5. Vivian Qin & Koen Pauwels & Bobby Zhou, 2024. "Data-driven budget allocation of retail media by ad product, funnel metric, and brand size," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(2), pages 235-249, June.
    6. Mehran, Javaneh & Olya, Hossein GT., 2020. "Canal boat tourism: Application of complexity theory," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    7. Epstein, Leonardo D. & Inostroza-Quezada, Ignacio E. & Goodstein, Ronald C. & Choi, S. Chan, 2021. "Dynamic effects of store promotions on purchase conversion: Expanding technology applications with innovative analytics," Journal of Business Research, Elsevier, vol. 128(C), pages 279-289.
    8. Núñez-Canal, Margarita & de Obesso, Mª de las Mercedes & Pérez-Rivero, Carlos Alberto, 2022. "New challenges in higher education: A study of the digital competence of educators in Covid times," Technological Forecasting and Social Change, Elsevier, vol. 174(C).
    9. Colicev, Anatoli & Kumar, Ashish & O'Connor, Peter, 2019. "Modeling the relationship between firm and user generated content and the stages of the marketing funnel," International Journal of Research in Marketing, Elsevier, vol. 36(1), pages 100-116.
    10. Jana Drechsler & Jan-Thomas Bachmann & Andreas Engelen, 2019. "The effect of immigrants in the founding team on the international attention of new ventures," Journal of International Entrepreneurship, Springer, vol. 17(3), pages 305-333, September.
    11. Fraccastoro, Sara & Gabrielsson, Mika & Pullins, Ellen Bolman, 2021. "The integrated use of social media, digital, and traditional communication tools in the B2B sales process of international SMEs," International Business Review, Elsevier, vol. 30(4).
    12. Dittes, Sven & Richter, Shahper & Richter, Alexander & Smolnik, Stefan, 2019. "Toward the workplace of the future: How organizations can facilitate digital work," Business Horizons, Elsevier, vol. 62(5), pages 649-661.
    13. Artur Santoalha & Davide Consoli & Fulvio Castellacci, 2019. "Do digital skills foster green diversification? A study of European regions," Working Papers on Innovation Studies 20191029, Centre for Technology, Innovation and Culture, University of Oslo.
    14. Tatjana Stanovčić & Mileva Manojlović & Djurdjica Perovic, 2021. "The Relationship between Cultural Tourist Experience and Recommendation Intention: Empirical Evidence from Montenegr," Sustainability, MDPI, vol. 13(23), pages 1-13, November.
    15. Junfeng Yang & Ahmed Tlili & Ronghuai Huang & Rongxia Zhuang & Kaushal Kumar Bhagat, 2021. "Development and Validation of a Digital Learning Competence Scale: A Comprehensive Review," Sustainability, MDPI, vol. 13(10), pages 1-14, May.
    16. Yu Zhao & María Cruz Sánchez Gómez & Ana María Pinto Llorente & Liping Zhao, 2021. "Digital Competence in Higher Education: Students’ Perception and Personal Factors," Sustainability, MDPI, vol. 13(21), pages 1-17, November.
    17. Liyun Zeng & Rita Yi Man Li, 2021. "Tourist Satisfaction, Willingness to Revisit and Recommend, and Mountain Kangyang Tourism Spots Sustainability: A Structural Equation Modelling Approach," Sustainability, MDPI, vol. 13(19), pages 1-20, September.
    18. Lova Rajaobelina & Isabelle Brun & Sandrine Prom Tep & Manon Arcand, 2018. "Towards a better understanding of mobile banking: the impact of customer experience on trust and commitment," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 23(3), pages 141-152, December.
    19. Vanya Ivanova, 2019. "Digital skills – a prerequisite for the development of a digital society," Economic Thought journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 4, pages 129-137.
    20. Ha, Seungyeon & Kim, Seongcheol, 2024. "Developing a conceptual framework for digital platform literacy," Telecommunications Policy, Elsevier, vol. 48(3).

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zbw:fomkcm:6. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: ZBW - Leibniz Information Centre for Economics (email available below). General contact details of provider: https://edirc.repec.org/data/fommmde.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.