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

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 analyzed 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 countries within the European Union differ in their tourists' use of information sources. Six segments of information source behavior 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 country, economic development, and national culture.