QR Code as an On-Site Tourism Information Source

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.