Predicting internet usage for travel bookings in China

Li, L and Buhalis, D (2005) 'Predicting internet usage for travel bookings in China.' In: Frew, A.J, ed. Information and Communication Technologies in Tourism 2005: proceedings of the international conference in Innsbruck, Austria, 2005. Springer, Cham, pp. 429-439. ISBN 9783211241486

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Businesses around the world face the challenge of identifying, attracting and retaining customers in the cybermarket, as well as converting lookers to bookers. Most of the consumer behaviour research has been conducted for European and American on-line segments. As these markets approach on-line maturity, marketers seek new and emerging markets to expand their offering. China is one of these markets, due to its population and economic growth. However, studies about Chinese eCustomers seem to be very limited. This paper aims to identify the determinants of booking travel on-line in China. A predictive model was developed by utilising binary logistic regression analysis. This research quantified the effects of identified predictors. Its results reaffirmed innovation diffusion theory, theory of reasoned actions and theory of planned behaviour.

Item Type: Book Chapter or Section
Divisions: Bath Business School
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Date Deposited: 07 Dec 2016 11:17
Last Modified: 15 Aug 2021 09:44
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