A behaviour-based typology of travellers using an online travel marketplace. Issue 2 (17th January 2021)

• Record Type: Journal Article
• Authors: Ryu, Sunghan; Choi, Kyungmin; Cho, Daegon
• Is Part Of: Current issues in tourism. Volume 24:Issue 2(2021)
• Page Start: 228
• Page End: 246
• Publication Date: 2021-01-17
• Subjects: Traveler -- online travel marketplace -- traveller behaviour -- typology -- cluster analysis; Tourism -- Social aspects -- Periodicals; Tourism -- Environmental aspects -- Periodicals; Travel -- Periodicals; 338.479105
• DOI: 10.1080/13683500.2019.1710477
• Languages: English
• ISSNs: 1368-3500

Abstract

ABSTRACT: This study examines how different types of travellers use an online travel marketplace in different ways. To measure different travelling behaviours, we use 20 features collected from a survey of 2, 467 users along with real transaction data in the context of an online marketplace connecting local tour guides and travellers. We identify six idiosyncratic groups of travellers: Shopaholics, Budget Explorers, Long-Term Travellers, Trend Setters, Resort Addicts, and Social Trippers. They are remarkably distinctive in their demographic characteristics, travel motivations, and their actual usage patterns in the online travel marketplace. This paper contributes to the literature on traveller segmentation and practices through its exploration of different traveller usage patterns in the online travel marketplace.