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DOI: 10.1177/0047287504263030 Information Sources for Travel Decisions: Toward a Source Process Model
Institute for Public Services and Tourism, University of St. Gallen, Switzerland. This article contributes to the study of information sourcing behavior in the travel decision process. It focuses on the differences between information sourcing before and after a definite trip decision (characterized either by an irreversible choice with regard to destination or by a legal contract such as a reservation or purchase of one or multiple elements of a trip). The study identifies typical patterns of information search behavior for different travel types, grouped by means of clusters along two stages of the information sourcing process, thus forming paths of information sourcing. The data are representative for the case of Switzerland, serving as a model for a well-developed travel market. Descriptors such as type of trip, degree of packaging, choice of destination, and choice of accommodation showed significant explanatory power, while sociodemographic variables proved to be of less value. The results give the industry the possibility of improving information distribution systems throughout the travel decision process.
Key Words: information sourcing • consumer behavior • market segmentation • service chain • buying process
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