Online information search strategies: A focus on flights and accommodations

Soo Hyun Jun, Christine A. Vogt, Kelly J. Mackay

Research output: Contribution to journalArticlepeer-review

42 Scopus citations


The problem of the research was to understand information search strategies that individuals utilized in online travel product purchases. Two products, flights and accommodations, were selected to examine each product's explanatory variables in online purchase behaviors. The results indicate online flight purchasers utilize direct information sources and focus on transactional attributes. Online accommodation purchasers utilize various types of sources; and they focus not only on transactional, but also informational and branding attributes. The study results support the constructive consumer choice processes theory and suggest some marketing tips for the airline and lodging industries.

Original languageEnglish (US)
Pages (from-to)579-595
Number of pages17
JournalJournal of Travel and Tourism Marketing
Issue number6
StatePublished - 2010
Externally publishedYes


  • Accommodations
  • Binary logistic regression
  • Flights
  • Information search strategies
  • Internet

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing


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