Evaluating the utility of touristic information sources for planning midwest vacation travel

Researchers in tourism have identified the information sources used most often by travellers in an effort to develop more efficient ways to communicate with potential visitors. The goal of this study was to extend our knowledge in this area by investigating the extent to which travellers actually use various information sources for planning Midwest vacations. The study clearly identified those information sources most often used and the level of helpfulness of each information source for planning trips. Furthermore, demographic analyses indicate that segments exist, which derive greater utility from particular travel information sources. Simulation analyses were then used to evaluate alternative marketing communication strategies.