Adapting to the Internet

TLDR

The influence of the Internet on social and economic life is well documented, yet few studies have examined how travelers have adapted to it over time. This study describes changes in American travelers’ Internet use over 2007–2012 and discusses implications for research and practice. The study uses national surveys from 2007–2012 to examine changes in American travelers’ Internet use. Results reveal key trends and a growing bifurcation between traditional online travelers and those adopting alternative channels for deeper, authentic experiences.

Abstract

The influence of the Internet on our social and economic life is well documented. However, few studies have been conducted to assess how travelers have adapted to the Internet over time. Using a series of national surveys conducted over the past 6 years (2007–2012), this study describes important changes taking place in the use of the Internet by American travelers. The results point to a number of key trends in travelers’ use of the Internet and suggest that there is a growing “bifurcation” between traditional online travelers, that is, those who use the Internet for standard travel products and those who are beginning to adopt alternative channels and products in search of deeper and more authentic experiences. This article discusses several important implications of these trends for both research and practice.