The Effect of Prior Destination Experience on Online Information Search Behaviour

Abstract

This research proposed and empirically tested a behavioural model of online tourist information search by integrating the consumer involvement concept, modes of cognitive processing and knowledge representation. The model identified two types of online information involvement: involvement measured by time spent online (degree of search) and by types of information sought (content of search). The results showed prior experience and knowledge with a destination influenced both by the content of search and the degree of search that a traveller engages in online while planning a trip. It appears that online search effort decreases and search content changes as a result of the different level of prior knowledge that a tourist brings to a search. The results will also have practical implications for the content, length and presentation of tourism websites that service iTravellers.

Keywords

information behaviour online information search prior destination experience trip planning information search degree information search content

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