Connecting traveller behaviour to information source use

Moscardo, Gianna, and Pearce, Philip L. (2009) Connecting traveller behaviour to information source use. In: Proceedings of CAUTHE - 18th International Research Conference . From: CAUTHE - 18th International Research Conference, 10-13 February 2009, Fremantle, WA, Australia.

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Research on information sources in tourism is generally directed towards travellers’ initial decision making. This study extended that approach by considering the interconnections among information access patterns and sustainable tourist behaviour and experience in a nature based destination. A model to guide the information use process was outlined and this model shaped the hypotheses for the study. At core these hypotheses sought to establish multi-faceted links among information source use and a range of on site behaviours and experiences. The data analysed for this paper were generated from a survey of English-speaking tourists (n=1818) travelling on commercial tours to the Great Barrier Reef in Australia. Cluster analysis of information source usage identified seven distinct clusters. The study then examined differences among these groups in terms of their micro-decisions and experiences in order to provide direction for management strategies to support sustainable use of the area. The clusters differed significantly on demographic variables, trip planning behaviour, trip details, and familiarity with the destination. As predicted, there were also significant differences among the clusters in their reef trip decisions, experience evaluations and interest in more reef information. The results challenged the usefulness of broad generic information source models and proposed more tailored, cluster based solutions to aid understanding and guide managers in ways they can shape sustainable behaviour.

Item ID: 8583
Item Type: Conference Item (Research - E1)
ISBN: 1 86308 153 4
Keywords: travel behaviour; information sources; search process; satisfaction; reef behaviour
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Date Deposited: 23 Feb 2010 00:40
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1506 Tourism > 150606 Tourist Behaviour and Visitor Experience @ 100%
SEO Codes: 90 COMMERCIAL SERVICES AND TOURISM > 9003 Tourism > 900302 Socio-Cultural Issues in Tourism @ 100%
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