Académique Documents
Professionnel Documents
Culture Documents
50
tourism attribute selection (Klenosky, 2002;
Michael et al., 2003), tourism involvement
(Josiam et al., 1999), tourism destination image
(Sirakaya et al., 2001), and the selection criteria
of fast food restaurant (Baek et al., 2006). Some
researchers have examined the perspectives of
college students with regard to travel sites
characteristics such as drinking (Corbin et al.,
1996; Smeaton et al., 1998), sex (Byers et al.,
1998) and drug use (Mattila et al., 2001). In a
study focusing on online information channels, Bai et al. (2004) explored college students
online behaviour in vacation planning through
a study of selected websites.
As reported, due to the intangible nature of
tourism products, a critical aspect of travellers
awareness is sufficient information about the
products and services they will purchase. Thus,
information search behaviour is a significant
factor influencing tourism behaviour such as
selecting destinations, spending money, visiting
duration, experiencing attractions, and so on
(Fodness and Murray, 1999; Gursoy and Chen,
2000; Gursoy and McCleary, 2004). The research
efforts to understand students information
search behaviours, particularly related to the
usefulness of information contents and preferences for information channels, are parsimonious. Due to the lack of understanding of college
student travellers information search behaviours, destination marketing organisations
(DMOs) have difficulty designing contents and
utilising appropriate information channels.
Numerous bases for differentiating information seekers have been developed, each with its
own set of advantages and disadvantages for
particular types of consumers and products.
However, previous studies examining the
information search behaviour in the context of
both consumer and tourist have collectively
suggested three core concepts affecting information search behaviour: past experience, prior
knowledge and involvement (Dholakia and
Baggozzi, 2001; Peterson and Merino, 2003;
Cai et al., 2004). Based on this recognition, the
purpose of this research is to identify a relatively better traveller differentiation method
and explore four salient approaches: past experience, prior knowledge, involvement and a
specialised concept that integrates the previous
three variables. More specifically, the study is
to identify (i) underlying dimensions of spring
Copyright 2009 John Wiley & Sons, Ltd.
51
the vital role of past experience, previous
knowledge and involvement, which explains a
wide range of behavioural and decision processes (Perdue, 1985; Alba and Marmorstein,
1987; Mazursky, 1989; Havitz and Dimanche,
1990). The effects of the three variables on
tourism information search behaviour will be
reviewed in this part.
Past experience. A number of studies suggested
that past experience is a main factor affecting
purchase intention, behaviour and the future
destination decision (Sonmez and Graefe, 1998;
Petrick et al., 2001). Tourism research has considered the differences between first-time and
revisit visitors in terms of expenditure (Oppermann, 1997), length of stay (Oppermann, 1998),
demographics (Gitelson and Crompton, 1984),
destination perception (McKercher and Wong,
2004), travel motivations (Lau and McKercher,
2004), perceived value (Petrick, 2004), and
activity pattern (Fakeye and Crompton, 1992).
With regard to information search behaviour,
previous studies revealed a positive relationship between past experience of a product and
efficiency of the information search process. It
is also reported that first-time visitors tended
to use commercial information sources such as
brochures/travel guide books and advertisements; however, repeat visitors are inclined
towards not only commercial but also noncommercial information sources such as articles/news, books/movies and friends/family
groups (Bagloglu, 2001). In a study concerning
online information search behaviour, Lehto
et al. (2006) identified that travellers prior
experience with destinations influenced not
only contents of information but also the degree of online and off-line search behaviour.
Prior knowledge. Prior knowledge positively
affects not only consumer purchase decisions
and brand choice tactics (Hoyer and Brown,
1990; Lin and Chen, 2006) but also assessment
of product quality on the assumption that
knowledge increased as a result of past experience with a product (Rao and Monroe, 1988).
In the context of information search behaviour,
prior knowledge has been regarded as a
rudimentary determinant to understanding
an individuals information search behaviour
(Baker et al., 1986; Park et al., 1988). A
Int. J. Tourism Res. 12, 4964 (2010)
DOI: 10.1002/jtr
52
consumer who lacks product knowledge
endeavours to gain more information and to
use more information sources than one who
has sufficient product knowledge. This logical
association arises from the fact that the consumer who has a low level of product knowledge does not have a specific standard for
evaluation of information obtained (Alba and
Hutchinson, 1987). Similar to past experience,
tourism studies have identified that travellers
prior knowledge, which consists of familiarity
and expertise, influences travellers utilisation
of internal and external information sources
(Gursoy, 2003; Gursoy and McCleary, 2004).
Involvement. Involvement theory, originally
introduced in social psychology, has been
adopted and studied extensively in the context
of marketing since Sherif and Cantril (1947)
first presented the concept. The involvement
theory has been applied to understanding
consumer behaviour, segmenting groups for
increasing advertising response productivity
(Wu, 2001), comprehending the decisionmaking process (Bunn, 1993; Dimanche et al.,
1994) and generating awareness of information
processing (Lee et al., 1999). Of several comprehensive involvement models, Zaichkowsky
(1985, p. 342) defined involvement as a persons perceived relevance of the object based
in inherent needs, values, and interests and
suggested a personal involvement inventory.
Several tourism and leisure researchers examined involvement theory in regard to leisure
activities (Dimanche et al., 1994), leisure
product purchases (Celsi and Olson, 1988; Reid
and Crompton, 1993), and travel motivation
(Clements and Josiam, 1995). From the
perspective of information search behaviour,
Fesenmaier and Johnson (1989) segmented
travellers who visit Texas based on their assignment to one of four groups: high involvement,
high-medium involvement, low-medium
involvement and low involvement with information sources. Cai et al. (2004) segmented
travellers into three group levels based on the
different degrees of involvement by using
Zaichkowskys (1985) involvement construct.
Cai et al. (2004) investigated the different
information preferences involving contents
information and the information channels.
The study showed that the user preferences
Copyright 2009 John Wiley & Sons, Ltd.
53
Antecedent Attitudinal/
Behavioral Dimensions
Past Experience
Prior Knowledge
Involvement
Specialization
Perceived Value
Information
Search Behavior
for Spring Break
Perceived Usefulness of
Information Contents
Perceived Importance
of Information Channel
54
a seven-point Likert-type scale. The Involvement construct, developed by Zaichkowsky
(1985), was applied with a 15-item, five-point
bipolar scale. The second set of questions
measured students usage of main information
sources for gathering information about their
recent spring break travel destinations. These
items were (i) previous experience; (ii) online
travel community; (iii) recommendation; (iv)
brochures/newspapers; (v) travel magazine;
(vi) television/radio; (vii) portal website; (viii)
travel guide books; (ix) online travel agency;
(x) travel agency; (xi) state/city website; and
(xii) airline directly. The respondents were
required to select only one as their key information source.
The third set of questions investigated the
perceived value of information content sought
and information sources used. The perceived
value was measured by the degree of importance of 13 information contents such as (i)
travel tips; (ii) activities; (iii) attractions; (iv)
history and culture; (v) nature; (vi) sports; (vii)
museums; (viii) accommodations; (ix) dining
facilities; (x) the community calendar; (xi)
getting around; (xii) coupons; and (xiii) maps
(Cai et al., 2004; Kim et al., 2007) with a sevenpoint Likert-type scale. The perceived value of
information sources was estimated by using
the same variables in the second set (i.e. main
information source) with a balanced sevenpoint Likert-type scale in which 1 represented
not useful and 7 represented extremely
useful. Finally, the fourth set of questions
asked for the respondents demographic
information.
Statistical process
Data analysis included a four-step procedure.
First, frequency analysis was used to identify
the demographic profiles of the surveys
respondents. Second, a Z-score was conducted
to segment respondents into the three levels of
travel groups by taking into account past experience, previous knowledge, involvement and
specialisation concept combining those three
variables respectively. Specifically, the reason
for choosing Z-score over other segmentation
techniques is that the assumption of specialisation group is constructed on the continuum of
variables (Wellman et al., 1982; Williams and
Copyright 2009 John Wiley & Sons, Ltd.
55
Gender
Female
Male
170
Grade
Freshman
Sophomore
Junior
Senior
169
Citizenship
US
Other
167
Ethnicity
Caucasian, not Hispanic
Asian-American
African-American
American Indian
Hispanic
Other
169
3
Accordingly, frequency analysis was utilised
to categorise the three groups, each representCopyright 2009 John Wiley & Sons, Ltd.
Frequency
81
89
47.6
52.4
7
41
54
67
4.1
24.3
32.0
39.6
143
24
85.6
14.4
121
19
8
3
1
17
71.6
11.2
4.7
1.8
0.6
10.1
56
Off-line external
information sources
Online external
information sources
Internal information
and WOM
0.83
0.79
0.78
0.77
0.73
0.69
0.09
0.30
0.53
0.39
0.09
0.04
5.31
35.77%
35.77%
0.89
0.25
0.14
0.11
0.18
0.31
0.32
0.83
0.78
0.56
0.54
0.05
0.31
1.48
19.20%
54.97%
0.77
0.11
0.14
0.04
0.00
0.14
0.04
0.15
0.02
0.02
0.16
0.88
0.78
1.06
12.44%
67.41%
0.61
a
Seven-point Likert-type scale was used (1 = not useful; 7 = extremely useful).
WOM, Word of Mouth.
57
Item
Value of accommodation
Value of attractions
Value of activities
Value of dining facilities
Value of travel tips
Value of map
Value of getting around
Value of history and culture
Value of museums
Value of nature
Value of sports
Value of coupons
Value of community calendar
Eigenvalues
Variance explained
Cumulative variance explained
Reliability coefficients
a
Inclusive trip
information
Education and
sightseeing
Utilitarian
information
0.81
0.78
0.77
0.75
0.57
0.52
0.51
0.19
0.03
0.27
0.15
0.24
0.07
5.17
26.71%
26.71%
0.86
0.05
0.26
0.24
0.12
0.01
0.36
0.21
0.85
0.78
0.75
0.52
0.04
0.40
1.74
20.31%
47.02%
0.77
0.20
0.10
0.04
0.23
0.49
0.42
0.48
0.05
0.24
0.01
0.27
0.82
0.69
1.25
15.66%
62.68%
0.59
4.9
5.0
4.8
3.7
4.4
3.6
3.3
3.6
3.0
3.1
3.0
2.9
3.0
3.2
2.9
5.6
5.7
5.5
4.0
5.2
3.9
3.4
3.5
3.0
3.0
3.2
3.3
3.1
3.1
3.2
3.68*
2.18
3.34*
1.31
4.60**
0.26
1.05
0.21
0.08
0.28
0.16
0.96
0.13
0.13
0.79
Past experience
4.6
4.4
4.8
3.5
4.3
3.4
3.0
3.2
3.1
2.9
2.9
2.8
3.0
3.1
2.9
3.5
4.2
3.7
3.0
3.4
3.1
2.9
3.2
3.0
3.1
3.3
3.2
Television/radio
Airlines directly
Travel agency
Travel magazine
Variables
5.1
5.0
5.1
4.0
4.7
4.2
3.7
3.6
3.2
3.3
3.5
3.4
3.3
3.3
3.1
6.0
6.4
5.5
3.8
4.8
4.7
3.1
3.7
2.9
2.9
3.1
3.0
3.1
3.1
3.3
17.3**
27.5**
3.18*
2.08
1.05
2.47
2.04
1.05
0.58
0.76
1.39
1.51
0.74
0.22
0.72
Prior knowledge
4.7
4.8
4.7
3.5
4.1
3.4
3.0
3.4
3.2
3.3
3.4
3.1
3.3
3.4
3.1
5.4
5.4
5.4
4.2
5.3
4.3
3.4
3.7
3.3
3.2
3.4
3.5
3.3
3.6
3.2
5.6
5.8
5.4
3.6
4.4
3.4
3.2
3.3
2.7
2.6
2.7
2.5
2.7
2.6
3.0
5.98**
5.20**
3.67*
4.25**
6.67**
4.31**
0.67
0.87
2.22
3.13*
3.30*
5.69**
4.32**
4.31**
0.32
Involvement
5.8
6.1
5.5
3.8
4.6
3.7
3.4
3.5
2.9
3.1
3.0
3.1
3.0
3.0
3.1
5.2
5.3
5.2
4.0
5.2
4.1
3.3
3.6
3.3
2.9
3.2
3.2
3.2
3.4
3.3
4.7
4.5
4.8
3.4
4.0
3.4
3.0
3.3
3.0
3.1
3.2
2.9
3.0
3.2
2.9
10.5**
13.7**
2.87
2.96*
6.22**
1.94
0.72
0.46
0.70
0.17
0.36
0.62
0.37
0.65
1.08
Specialisation
58
S. Park, and D.-Y. Kim
3.6
3.9
3.3
Utilitarian informationc
Coupons
Community calendar
3.8
4.2
3.3
3.9
3.7
3.5
4.4
4.1
5.2
5.2
5.4
5.3
5.2
4.8
5.1
5.1
Mb
3.7
4.4
3.1
4.1
4.1
3.5
4.6
4.1
5.5
5.9
5.7
5.6
5.8
5.0
5.3
5.3
Hb
0.15
0.77
0.29
0.32
1.47
0.47
0.24
0.44
3.9*
5.79**
0.83
1.05
4.25*
3.27*
0.59
2.99
3.7
4.3
3.2
4.0
3.9
3.6
4.6
4.1
5.0
5.0
5.0
5.0
5.0
4.4
5.4
4.9
3.6
4.0
3.1
4.0
4.0
3.7
4.3
3.9
5.2
5.4
5.3
5.4
5.6
4.8
5.1
5.1
3.8
4.1
3.4
4.1
4.2
3.6
4.6
4.0
5.4
5.8
6.0
5.8
5.6
4.8
4.9
5.1
0.28
0.32
0.56
0.11
0.64
0.04
0.29
0.18
2.90
5.83**
6.69**
5.63**
3.19
1.31
1.06
0.36
Prior knowledge
4.1
4.2
3.8
4.5
3.8
4.9
5.0
5.3
5.3
5.0
4.2
5.0
4.7
Lb
Education\sightseeingc
History and culture
Museums
Nature
Sports
Variables
Past experience
3.4
3.8
3.0
3.9
3.8
3.5
4.2
3.9
4.6
4.8
4.8
4.8
4.8
3.9
4.7
4.6
3.9
4.4
3.5
4.3
4.2
4.1
4.6
4.3
5.4
5.5
5.7
5.5
5.6
5.2
5.6
5.0
3.7
4.2
3.3
3.9
4.0
3.2
4.7
3.8
5.5
5.9
5.8
5.9
5.6
4.8
5.2
5.4
Involvement
1.96
1.55
1.20
1.67
1.08
3.23*
0.83
1.25
11.6**
9.04**
9.63**
8.67**
6.32**
8.59**
3.73*
3.51*
3.5
4.0
3.1
3.9
3.7
3.5
4.4
3.8
4.8
4.8
5.0
5.0
5.0
4.2
5.1
4.6
3.6
4.0
3.2
4.3
4.2
3.9
4.7
4.5
5.3
5.4
5.5
5.5
5.5
4.8
5.3
5.2
3.9
4.4
3.4
3.9
4.1
3.4
4.4
3.8
5.5
6.0
5.9
5.6
5.6
5.0
5.0
5.2
Specialisation
1.08
0.89
0.70
2.13
1.32
1.37
0.51
3.67*
5.40**
9.26**
4.77**
3.24*
3.53*
3.75*
0.55
2.97*
60
Through the series of ANOVA tests on information contents and sources, involvement
appears a relatively more distinctive segmentation base than the other three. The correspondence analysis was applied to explore different
tendencies of main information source usage.
The result of a chi-square test (2 (22) = 41.04;
p = 0.008) shows statistical significance at the
0.05 level for main information sources. Results
of correspondence analysis, shown in Figure 2,
provide graphic information for examining the
underlying relationship between involvement
groups and main information sources used.
The horizontal axis (Dimension 1) accounted
for 59% of the variance (singular value = 0.38)
and the vertical axis (Dimension 2) accounted
for 41% of the variance (singular value = 0.32);
accordingly, the associations of the involvement groups and main information sources
were explained on Dimensions 1 and 2 (100%).
The joint plot (Figure 2) derived from the
correspondence analysis represents apparent
dissimilarities of information usage among the
three groups. High-involvement groups tended
to seek previous experience and recommendation sources as main information sources.
Middle-involvement groups were apt to use
state/city website, brochures/newspapers
and television/radio. Lastly, low-involvement
CONCLUSIONS
Information search has been proven to be substantially useful for risk reduction and uncertainty avoidance for tourists (Money and
Crotts, 2003). Consequently, due to tourisms
product intangibility, understanding the information search preferences depending on distinction bases is critical for DMOs and tourism
practitioners who wish to attract travellers by
advantageously offering appropriate information. In this study, four segmentation
bases past experience, prior knowledge,
involvement and a combination of three
variables were assessed for classifying the
information search behaviour and information
contents tendencies. The results of this study
showed involvement, and the specialisation
concept, which integrates the three bases,
appears to be relatively more effective for
differentiating traveller information search behaviour in terms of the number of statistically
significant mean differences of information
sources and contents. As the results show,
involvement indicates relatively more numbers
of significant information sources such as offline external information sources (travel guide
Brochures/newspapers
2
Low
Television/radio
Middle
1
-3.0
-2.0
-1.0
1.0
2.0
Travel magazine
-1
High
Recommendations
-2
Previous
Experience
Figure 2. Correspondence analysis between three involvement groups and main information sources.
Copyright 2009 John Wiley & Sons, Ltd.
61
destinations through selected advertising and
information channels. Within the context of
this competitive environment and due to
limited marketing budgets and resources,
DMOs and tourism organisations identification of the most efficient information channels
and appropriate contents is critical. In that
sense, this study provides some insightful suggestions regarding information channel strategies. Based on the research findings, this study
suggests a direction for destination marketers
entailing the offer of more tailored and customised information contents through more
appropriate information channels according to
the nature of particular segmented groups. In
addition, for marketing purposes, the study
lends itself to different types of target market
selection and differentiation strategies. Destination marketers may need to consider travellers involvement or the level of specialisation
rather than only one segment basis such as
past experience and prior knowledge since the
two approaches seem to more distinctively
identify the categorised traveller information
search behaviour.
LIMITATIONS AND FUTURE STUDY
This research has several limitations. First, this
study used convenience sampling, and the
results of this research cannot be generalised
to represent all college-age travellers. Second,
individuals information search behaviour has
an historical contingency. Examining a oneshot survey might not accurately reflect the
dynamics of a travellers information research
behaviour. In this sense, a longitudinal, realtime study is recommended to increase internal validity by enabling the research to track
cause and effect. In order to generalise the specialisation concept to tourism research, more
research should not only replicate the current
investigation with a broader random sample to
verify the results but also conduct similar
research in different settings.
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