Internet research differs from research on internet users : some methodological insights into online travel research

Purpose: Online data collection is gaining momentum throughout the market research business. At the same time internet users and their online information and booking behaviour are becoming more and more important for the travel and tourism industry. This paper aims to investigate this issue. Design/methodology/approach: The paper researches internet users' travel and information/booking behaviour through online surveys. However, this approach is prone to critical methodological limitations. One of the main issues in this respect is the question of proper definition of the universe and sampling procedures. The paper shows today's chances and limitations of sampling using list-based e-mail invitations and online access panels ...