This study aims to identify user categories of mobile travel services and analyze the differences between the categories based on individual characteristics, the individuals' perceived barriers to use internet-/mobile services during a trip and the individuals' preferred channel strategies.
An extensive online survey in Finland was conducted to collect the data and a cluster analysis is used to identify the user categories.
The study indicates that there are four user categories of mobile travel services: “info-seekers”, “checkers”, “bookers” and “all-rounders” and one group of “non-users”.
Due to the online data collection method and the self-selective process, the sample may be biased towards respondents finding electronic travel services important. It would be of value to conduct similar studies on a representative sample of the total population of different countries.
The identified categories can be seen as consumer segments for which travel service providers can target mobile services.
This study contributes with a categorization of mobile travelers and provides insights on the diffusion of mobile travel services.
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