Can you imagine traveling without looking information and reviews on Internet? Where do you get your travel inspiration from? I read this research about The Changing Impact of the Internet on Travel Planning Behavior written by Wang, Park, Zach and Fesenmaier. Bear in mind that the research was written in 2010 and the data was based on surveys made between 2007 to 2009. Even though a lot have changed from those times, I believe the research still contains a relevant main point in it. The crucial fact is that Internet impacts massively to travel planning.
The three key claims in the research
- Changing factors behind the impact of the Internet. Using Internet on travel planning will become the new normal and so on the impacts of it will decrease. On the other hand, other factors such as trip sharing and travel planning activity are going to increase their impact. This means that Internet is not going to lose its impact suddenly and new influential factors may rise.
- The found benefits of the Internet on travel planning. Less uncertainty, greater satisfaction, saving money and time and easier information sharing. These were the four benefits answered the most in the surveys. Money wise the thing is a little bit confusing. One of the listed benefits is saving money, yet the research says that people who spend more time on the Internet are also more likely to spend more money at the destination. I can only guess that maybe when doing the travel planning by yourself you will save some money and then you are able to spend it to other things in the destination.
- Using traditional information channels in a supporting role. The research suggests not to fully forget the traditional information channels. People can still watch tv and see ads and take travel brochure. Even in today when I’m working as a waitress, I see these little flyers and leaflets being read by tourists.
How the things are nowadays?
Let’s view a little bit the current situation. I would say the researchers were doing a great job with their predictions. Obviously, Internet and smartphones have took a big step from those times. It means we have more and more apps and sites where to get information from. Then there’s the fact that we carry with us a small gadget that gives us an endless access to Internet all the time.
My personal travel planning happens basically fully on Internet. Of course, I can get ideas and travel inspiration from other places also but the management of practical manners happens on Internet. Let’s for example say that I want to go to a fine dining restaurant. I will search for options and check the reviews. On the Internet you will usually see the menus and can tell if you like the food options. Lastly, I will reserve a table if needed. In conclusion some travel planning situations can held many steps but it will most likely lead to happy costumer.
Final conclusion
The research made me think about the impacts of the Internet to my own travel planning. Even though I haven’t been able to travel to abroad for years now, the same thing goes to traveling at the homeland. I was reminded how much Internet brings certainty to travel planning when you can get tremendous amount of information from it. Finally, the researchers literally suggested people in the future to study more for example the different and new information channels and online information searching. That’s a good suggestion if you want to dive more into this subject.
References
Wang, D., Park, S., Zach, F. & Fesenmaier, D.R. 2010. The Changing Impact of the Internet on Travel Planning Behavior. Travel and Tourism Research Association. Referred to 2.2.2022
Please leave a comment telling your opinion on this subject!
Best regards,
Sini