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The aim is to assess which type of online promotional incentive (that is, a price discount, a luggage set, or two nights' hotel accommodation) is the most effective at achieving purchase intention for airline tickets, depending on the user's level of Internet experience (characterized as novice or expert user).

A Univariate General Linear Model is conducted, based on data obtained via an experimental design with three levels: monetary online sales promotion, non-monetary utilitarian online sales promotion and non-monetary hedonic online sales promotion.

The findings indicate that, in the case of acquiring an airline ticket online, discounts are more appealing to novice Internet users, while free hotel accommodation is preferred by expert users.

The present study breaks new ground in that it examines, in the airline sector, the effectiveness of online sales …