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Use of online versus offline information sources by tourists

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Understanding how tourists acquire knowledge is crucial to developing effective marketing communication strategies. With the advent of the Internet, tourist information search strategies have changed drastically. However, few studies have analysed their new search patterns in depth. This article analyses preferred information sources including both personal and impersonal sources. The trade-off between online and offline sources is also examined. Results indicate that travellers seek more information online when the source is impersonal. For personal sources and for long, expensive and foreign trips, offline sources still remain crucial.

Keywords: impersonal; information search; offline; online; personal; source

Document Type: Research Article


Affiliations: University of Murcia

Publication date: 2011-07-27

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  • The Catalan Journal of Communication and Cultural Studies (CJCS) is committed to publishing research and theoretical articles in the fields of media studies, popular culture and cinema, public relations and advertising studies, social communication, new media, language uses in the media, communication and cultural policies, social and national identities, gender studies, sports and leisure, tourism and heritage, among other related issues. CJCS publishes double blind peer-reviewed articles and its aims and scope cover not only Catalan media and cultural systems but also other social contexts.
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