Identification of Six Socio-types of Internet Users and their Impact on the Interactivity of Tourism Websites

Francine Charest, Francois Bedard, Identification of Six Socio-types of Internet Users and their Impact on the Interactivity of Tourism Websites, www.springerlink.com/content/r08h801046242r8g/fulltext.pdf

Abstract

Many studies have shown that Internet users do not form a homogenous group in regard to the way in which they appropriate websites. Socio-demographic profiling (age, sex, education, social status) is the usual method for explaining the different website usages of Internet users. This article proposes a new approach - that of socio-types - to understand and manage the different usages. Laboratory observation sessions were conducted about Internet users and their appropriation of the website of a destination management organization. These sessions allowed to identify six socio-types among Internet users of tourism sites: (i) the "Explorer", (ii) the "Agenda Setter", (iii) the "Demanding Type", (iv) the "Party Type", (v) the "What To Do Type" and (vi) the "Google Addict". A good knowledge of each of those socio-types will prove very useful for managers in charge of building or redesigning a website. Moreover, that knowledge will make the managers more aware of the need to invest in the interactivity of their websites so that each visitor, whatever his/her socio-type, can find their area of interest.

Keywords: Internet user socio-types, appropriation theory, website design.