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Influence of Information Sources on Tourists: A Segment-Wise Analysis with Special Focus on Destination Image

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  • Mrinmoy K. Sarma

Abstract

This paper aims at identifying the influence of different information sources in image management of Indian destinations. Six different information sources namely, word-of-mouth, tourism department publications like travel brochure, PR effort in print and electronic media, professional sources (like tour operators, etc.) and cognitive wisdom of the tourists are examined. The influences of these information sources are tested for a few segments of tourists based on certain common segmentation variables like origin, age, benefits sought and exposure of the travellers. It is observed that cognitive wisdom (of the tourists), the often-neglected source of information, plays the most prominent role in shaping the image about a destination. On the other hand, it is seen that one of the most debated communication media in services marketing–the referral affects image formation process the least. The influences of almost all the information sources across various segments are found to be significantly different. It is concluded that the influence of the tourism department publications are highly correlated with the other information sources (except for word-of-mouth).

Suggested Citation

  • Mrinmoy K. Sarma, 2007. "Influence of Information Sources on Tourists: A Segment-Wise Analysis with Special Focus on Destination Image," Vision, , vol. 11(1), pages 35-45, January.
    • Handle: RePEc:sae:vision:v:11:y:2007:i:1:p:35-45
    DOI: 10.1177/097226290701100103
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    Cited by:

    1. Stela Cazacu, 2017. "Moldovan Perception of Greece as a Tourism Destination," International Journal of Business and Economic Sciences Applied Research (IJBESAR), International Hellenic University (IHU), Kavala Campus, Greece (formerly Eastern Macedonia and Thrace Institute of Technology - EMaTTech), vol. 10(2), pages 48-59, June.
    2. Anna Jupowicz-Ginalska & Milan Patak, 2018. "Management Of Travel And Transport Destinations' Presentation In The Travel Specialized Print Media," International Journal of Entrepreneurial Knowledge, Center for International Scientific Research of VSO and VSPP, vol. 6(2), pages 81-99, December.

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