This study examines QR code as an on-site tourism information source from the perspective of reliance, sign need, convenience, and credibility. As a whole, QR code receives good comments despite being a relatively new tourism information source. QR code is as good as brochures in meeting
the sign need of tourists' on-site search behavior. It is also better than information boards in all the aspects studied. Sign need predicts credibility but not reliance on QR code. Convenience contributes to credibility and reliance of QR code. Reliance on information boards negatively predicts
credibility of QR code. QR code can be an efficient information source for the destination marketing organizations. This research contributes to the study of on-site tourism information search behavior and sign need.
Information Technology & Tourism is the first scientific journal dealing with the exciting relationship between information technology and tourism. Information and communication systems embedded in a global net have profound influence on the tourism and travel industry. Reservation systems, distributed multimedia systems, highly mobile working places, electronic markets, and the dominant position of tourism applications in the Internet are noticeable results of this development. And the tourism industry poses several challenges to the IT field and its methodologies.