The purpose of this study was to investigate the relative importance of online travel product selection attributes and examine the variations in their importance due to travel buying behaviour and demographic characteristics. The reliability and validity of the instrument were assessed prior to...

The framework of this paper was to examine the segmenting of consumers by the importance of group integration, and then determine if variations exists between these two groups as to the importance of product attributes when purchasing a product. Factory workers and students in the USA and Korea...