Socio-economic factors determining the ROPO trend in the travel industry

Abstract

This article investigates the research online, purchase offline (ROPO) behaviour patterns of holiday packages buyers during the planning and buying process and identifies the socio-economic factors (gender, age, education, number of people, including minors, in a household, place of residence or financial status, etc.) determining its occurrence. The research purpose was achieved based on the research results covering the behaviour of the holiday packages buyers ( N = 989). To analyse the factors determining the ROPO behaviour, the methods of multidimensional statistical analysis – classification and regression tree – were used and confirmed the existing correlation between age, educational level and residence of tourist services buyers and the occurrence of their ROPO behaviour. Interestingly, the conducted research did not show the correlation between economic factors and the occurrence of ROPO behaviour of holiday packages buyers.