Online decision making - Couch Surfers and information technologies.

Abstract: This study deals with how information technologies are used in tourist’s decision making process. The thesis focuses on a forgotten new tourist segment: Couch Surfers. By using semi-structured interview and netnography to analyze websites’ content, Couch Surfers’ decision making process is studied. The main findings of the study are Couch Surfers rely heavily on information technologies especially internet to plan and make decision. Their concern about using travel agency is complex. Travel agency’s information technology applications are ignored by Couch Surfers in short and casual trip and are more used in a long haul trips, less available information about places and good offer in price and combination. The study also proves that Couch Surfer is a new generation of new tourist who is more sophisticated and more demanding in using travel information technologies as well as in making decision.