Use of online versus offline information sources by tourists

Understanding how tourists acquire knowledge is crucial to developing effective marketing communication strategies. With the advent of the Internet, tourist information search strategies have changed drastically. However, few studies have analysed their new search patterns in depth. This article analyses preferred information sources including both personal and impersonal sources. The trade-off between online and offline sources is also examined. Results indicate that travellers seek more information online when the source is impersonal. For personal sources and for long, expensive and foreign trips, offline sources still remain crucial.