Prior Product Knowledge and Its Influence on the Traveler's Information Search Behavior

The purpose of this study is to expand the concept of tourist information search by examining the concept of prior product knowledge and its influence on the traveler's information search behavior. Prior product knowledge is examined as having two components: expertise and familiarity. Familiarity is examined as having three levels: low, medium and high. Findings indicate that expert travelers and familiar travelers are likely to utilize different sources of information for trip planning. Findings also indicate that the level of familiarity is likely to influence travelers' information search behavior.