At‐destination visitor information search and venue decision strategies

Numerous studies have been conducted on consumers' information search prior to arrival at a destination. This study attempts to continue to fill a research gap focusing on travellers' information search behaviour for services not only before the trip but in transit to the destination and once at a destination. In particular, the research explores service‐related decisions before and during a trip, the sources of information utilised, which include locals residing at a destination, and how demographic and trip purpose characteristics influence decision‐making. Using the results of this study, practitioners and academics alike can design effective strategies for marketing to travellers.