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User categories of mobile travel services

User categories of mobile travel services Purpose – This study aims to identify user categories of mobile travel services and analyze the differences between the categories based on individual characteristics, the individuals' perceived barriers to use internet‐/mobile services during a trip and the individuals' preferred channel strategies. Design/methodology/approach – An extensive online survey in Finland was conducted to collect the data and a cluster analysis is used to identify the user categories. Findings – The study indicates that there are four user categories of mobile travel services: “info‐seekers”, “checkers”, “bookers” and “all‐rounders” and one group of “non‐users”. Research limitations/implications – Due to the online data collection method and the self‐selective process, the sample may be biased towards respondents finding electronic travel services important. It would be of value to conduct similar studies on a representative sample of the total population of different countries. Practical implications – The identified categories can be seen as consumer segments for which travel service providers can target mobile services. Originality/value – This study contributes with a categorization of mobile travelers and provides insights on the diffusion of mobile travel services. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Hospitality and Tourism Technology Emerald Publishing

User categories of mobile travel services

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Publisher
Emerald Publishing
Copyright
Copyright © 2014 Emerald Group Publishing Limited. All rights reserved.
ISSN
1757-9880
DOI
10.1108/JHTT-10-2012-0028
Publisher site
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Abstract

Purpose – This study aims to identify user categories of mobile travel services and analyze the differences between the categories based on individual characteristics, the individuals' perceived barriers to use internet‐/mobile services during a trip and the individuals' preferred channel strategies. Design/methodology/approach – An extensive online survey in Finland was conducted to collect the data and a cluster analysis is used to identify the user categories. Findings – The study indicates that there are four user categories of mobile travel services: “info‐seekers”, “checkers”, “bookers” and “all‐rounders” and one group of “non‐users”. Research limitations/implications – Due to the online data collection method and the self‐selective process, the sample may be biased towards respondents finding electronic travel services important. It would be of value to conduct similar studies on a representative sample of the total population of different countries. Practical implications – The identified categories can be seen as consumer segments for which travel service providers can target mobile services. Originality/value – This study contributes with a categorization of mobile travelers and provides insights on the diffusion of mobile travel services.

Journal

Journal of Hospitality and Tourism Technology – Emerald Publishing

Published: Mar 11, 2014

Keywords: Cluster analysis; Technology adoption; Mobile services; Traveler categories

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