First-time visitors to a novel destination who are not visitingfriends or relatives may be viewed as being destination-naive. This article examined the information search strategies used by destination-naive vacationers to Alaska and their associated vacation-specific behaviors. Three distinct information search strategies were identified, with the travel agent playing a pivotal rolefor two of the information search strategies. The third strategy involved using information sources other than a travel agent. Marketing implications of the differences between the segments are discussed.
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