The impact of leisure travelers' characteristics on hotel website attributes preference.
Travel is now the largest online business-to-consumer product in the United States. Online hotel bookings are the second largest segment of online travel. Leisure travelers online spending will increase dramatically from 2002 to 2007. However, a majority of hospitality companies do not currently take advantage of the Internet as the cheapest and most efficient distribution medium. The purpose of this study examined leisure travelers' demographic and psychographic characteristics, online booking and travel frequency that influence travelers' desired hotel website features and functions. The results found out that demographics (gender, occupation, and ethnicity), and psychographics (travel benefit sought), number of leisure travel trips per year, and number of online hotel bookings per year have impact on hotel website attribute preferences.