Analysis of the readiness to buy cultural tourism online by means of latent variable models
DOI:
https://doi.org/10.6092/issn.2036-5195/2027Keywords:
internet, purchase online, latent class analysis, conditional probabilities, segmentationAbstract
The offer of tourism products online has increased considerably in recent years. The degree of acceptance of this new form of purchasing tourism products and services on the demand side is influenced by variables of different nature. While today's tourists routinely use online consultation for any particular destination, online booking is not as common as might have been expected, and actually purchasing online is decidedly uncommon. The aim of this study was to determine which aspects most affect the readiness to buy tourism products online. To this end, the data from a survey were used as input to different latent models with errors of measurement to segment demand in terms of attitude towards online purchases of tourism products and services.References
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