Information Sources Used by European Tourists: A Cross-Cultural Study

• Authors: Michael Greenacre.
• BSE Working Paper: 110388 | July 16
• Keywords: Economic development , cross-cultural , information search , European Union , national culture , tourism.
• JEL codes: Z32, C19, C38, C55
• Economic development
• cross-cultural
• information search
• European Union
• national culture
• tourism.

This study investigates which information sources European tourists use when making decisions about their travel/ holiday plans. Using survey data based on national representative samples of tourists from 27 member countries of the European Union allows generalizable conclusions to be drawn. The data were analysed using correspondence analysis of overall country data. The findings indicate that there are systematic differences in how information sources are related to one another and that the various national cultures within the European Union have influence on tourists’ use of information sources. Six segments of information source behaviour are revealed. These segments reflect economic development and the national cultures of European nations. Management implications are highlighted. The findings of this study can be used to segment tourists’ use of information sources according to economic development and national culture.