Internet research differs from research on internet users: some methodological insights into online travel research

Internet research differs from research on

internet users: some methodological

insights into online travel research

Martin Lohmann and Dirk J. Schmu¨cker

Abstract

Purpose – Online data collection is gaining momentum throughout the market research business. At the

same time internet users and their online information and booking behaviour are becoming more and

more important for the travel and tourism industry. This paper aims to investigate this issue.

Design/methodology/approach – The paper researches internet users’ travel and information/booking

behaviour through online surveys. However, this approach is prone to critical methodological limitations.

One of the main issues in this respect is the question of proper definition of the universe and sampling

procedures. The paper shows today’s chances and limitations of sampling using list-based e-mail

invitations and online access panels.

Findings – Results indicate that sampling method and length of field time have a substantial influence

on response rates. It can further be shown that results from online travel research differ from results

obtained in face-to-face interviews even when focussing on the same target group.

Research implications – As long as online research differs from research on internet users to such an

extent, online surveys seem to be rather a good complement than a substitution for more traditional

research methods.

Originality/value – The paper shows the limitations and chances of online travel research based on the

unique comparison of data from a face-to-face and online access panel surveys.

Keywords Internet, Market research, Activity sampling, Internet marketing, User studies, Travel

Paper type Research paper

1. Impact of the internet on tourism consumer behaviour, marketing and research

The internet is having a continuously growing influence on various tourism markets. First,

consumer information and booking behaviour has changed dramatically since online

information and booking services have been introduced (Lohmann et al., 2004). This is in

strong correlation with the tourism industry’s efforts to offer suitable online services within

their marketing schemes. Also market research, not only in tourism, has been changing

under the influence of growing importance of online services in the respective markets

(online marketing as a subject of research) and the new possibilities of using the internet as a

research tool (online data collection as a methodology of research).

1.1. Impact of the internet on tourism consumer behaviour

Access to the internet has been changing throughout the last decade not only in terms of

quantity (i.e. number of people having access either on the job or at home), but also in terms

of access quality (speed and cost).

In January 2000, only 22 per cent of the German population (14 years and older) had internet

access. In January 2008, only eight years later, the respective share was 62 per cent,

representing an increase of 180 per cent or almost 15 per cent per year. Access at home

grew even faster than access at work (Table I).

PAGE 32 j TOURISM REVIEW j VOL. 64 NO. 1 2009, pp. 32-47, Q Emerald Group Publishing Limited, ISSN 1660-5373 DOI 10.1108/16605370910948849

Martin Lohmann is the

Academic and Managing

Director and

Dirk J. Schmu¨cker, is Head

of Research, both at the

Institute for Tourism and

Recreational Research in

Northern Europe (NIT), Kiel,

Germany.

Received: 8 July 2008

Revised: 26 November 2008

Accepted: 18 December 2008