Osti, Linda (2007) Travel guidebooks and the independent traveller in the Asia Pacific Region. PhD thesis, Victoria University.

Abstract

The constant increase in the number of independent travellers has prompted the need for accurate and reliable information to plan holidays and to evaluate on-site activities. In organising and undertaking independent tours, travellers face the challenge of searching useful information about the destinations they are visiting. Specifically, potential tourists have a need for information with the purpose of reducing risks associated with the consumption of tourism services. It is clear that information acquisition is necessary both for selecting a destination and for on-site decisions. However, values, beliefs and attitudes influence the levels and types of information needed, and therefore may impact on the levels and types of information sought. The purpose of this research is to investigate the need for information by independent travellers. This research has examined on-site information needs and search with a specific focus on travel guidebooks. A cross cultural approach has been taken and travellers from Japan, Korea, China, and North America have been surveyed. This research is quantitative in nature and the data have been analysed through the use of factor analysis and structural equation modelling. This research has demonstrated that travel guidebooks are an aid in reducing risks associated with travelling independently, and they play a positive role in the recent tourism trend of a shift away from mass tourism towards independent tourism. This research has also demonstrated that cultural background is a determinant in the types of information searched and in the use of travel guidebooks while travelling. This research has provided a contribution to current theories of consumer behaviour, with specific focus on independent tourism and information needs. This study also enables unbiased discussion on the possible directions for travel guidebook publishers to be successful in the Asian market.

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