Publication Details

Laesser, C. (2009). Predicting online travel purchases: the case of Switzerland. Proceedings of the Australian and New Zealand Marketing Academy Conference (pp. 1-8). Melbourne, Australia: Australian & New Zealand Marketing Academy.


This paper examines why and under what conditions prospective travellers complete theirbookings through online services compared to other methods. The study is based on a representativesurvey within 1,898 Swiss households. The results show that the likelihood of bookingonline increases if someone is drawn to a website to gather information in the first place,and if the product sold through the website is transparent and well-understood (either per se orbecause the customer is familiar with the product), or if any other booking-related communicationwould impose a financial charge, independent of the socio-demographic background ofthe prospective traveller.