| Summary: | The Internet’s role in global market development merits more
extensive research, which is especially true for Spain’s tourism
industry because of its contribution to the national economy. The
Web’s intangible nature also makes it the most effective
distribution channel. To help companies differentiate their
websites, this study tested a model of purchase intention that
includes its determinants. Cluster analysis of a representative
sample was conducted to sort potential and current consumers of
online travel services into groups based on their perceptions of the
model’s factors. While young consumers see purchasing tourismrelated services on the Internet as easy and cost-effective, the
opposite results were obtained for the elderly. However, the
perceived risks are considered important by most individuals. To
maximise the benefits of e-commerce, companies must develop
strategies that meet each type of client’s expectations
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