Abstract/Summary

This research proposes an analysis of online consumer buying behaviour in the travel and tourism field in Portugal. The study utilizes a self-administrated survey on a sample of 380 individuals created in order to understand the influence of the Internet on consumer buying behaviour. The survey was administrated in Portugal, one of the European countries that are still struggling with Internet penetration. Results show the importance of the Internet has on two stages of the buying process: (i) alternative evaluation and (ii) buying act. Furthermore, this research highlights the critical role of touristic products availability and search costs on the buying behaviour of consumers. However, past bad experiences and a certain level of insecurity persist as factors limiting the online purchase process. Results confirm the general trends in consumer behaviour and highlight the need of moving further for Portugal in terms of technology adoption.