Information sources available to visitors: a segmentation analysis

Information sources available to visitors:

a segmentation analysis

Nazmi Kozak and Metin Kozak

Abstract

Purpose – The purpose of this study is to investigate the information search behavior of visitors

according to various socio-demographic and travel-related variables regarded as a criterion for market

segmentation.

Design/methodology/approach – The data were based on a survey carried out with the cooperation of

the Ministry of Tourism and Culture and the State Institute of Statistics in 2001. The study findings were

analyzed by employing two statistical techniques: x2 and a correspondence analysis.

Findings – An overview of the study findings indicates that the individuals visiting Turkey are provided

with information from a range of sources. The information sources accessed seem to vary according to

the level of the respondents’ education level and purpose of their visit.

Research limitations/implications – Through the research findings, it cannot be denied that the

information sources have an impact on visitors’ decision-making process in choosing the specific place

or facility to spend their limited time. This impact may vary from one person to another according to their

different social groups.

Practical implications – Based on six groups of external information sources, the study provides

marketing implications for the tourism authorities to segment their target markets.

Originality/value – The paper suggests that, in addition to other social and psychological factors,

service providers can also segment their customers and tailor their marketing strategies based on

visitors’ intentions of using information sources prior to, or during, their vacations.

Keywords Consumer behaviour, Decision making, Tourism, Information media, Information searches

Paper type Research paper

Introduction

Understanding how visitors acquire information about a given destination is important for

marketing and management decisions (Bieger and Laesser, 2004). Given this, Wo¨ber (2003)

indicates that information plays an essential role in tourism for private (entrepreneurs) and

public authorities (government). The literature emphasizes the importance of the information

search behavior of visitors for both tourism scholars and practitioners (Shanka and Taylor,

2004; Andereck and Caldwell, 1993; Fodness and Murray, 1997), and is critical for strategy

development and service delivery (Gursoy and Chen, 2000). Andereck and Caldwell (1993)

point out that information search, seeking and acquisition are the process of consulting

various sources in advance of making a purchasing decision. They also state that the

availability of information in tourism is particularly important because, depending on the

characteristics of the tourism products, visitors are often located far from the place where

products or services are delivered. Snepenger et al. (1990) indicate that information

acquisition is required by consumers to choose a destination and for on-site decisions such

as selecting accommodation, transportation, and tour packages.

Turkish tourism, as one of the largest industries in the Mediterranean region and Europe, has

increased dramatically over the past two decades. According to the World Tourism

PAGE 4 j TOURISM REVIEW j VOL. 63 NO. 4 2008, pp. 4-12, Q Emerald Group Publishing Limited, ISSN 1660-5373 DOI 10.1108/16605370810912173

Nazmi Kozak is a Professor

in the School of Tourism and

Hotel Management,

Anadolu University,

Eskisehir, Turkey. Metin

Kozak is a Lecturer in the

School of Tourism and Hotel

Management, Mugla

University, Mugla, Turkey.