Tourist information search and destination choice in a digital age

This study provides empirical evidence of self-reported impacts of selected electronic and other information sources on international tourists' destination choices regarding a popular, mature and mainstream summer holiday location. It is shown that traditional information provisions such as direct word-of-mouth, Web 1.0 sources and own experience are highly resilient and influential when tourists to a well-known destination area decide where to spend their summer holiday. Moreover, results indicate a complementary nature of Web 1.0 and Web 2.0. In this context of destination decision-making, utilitarian information values seem more relevant than socialisation opportunities.

► Majority of Scandinavian tourists to Mallorca employ online communication.
► Most Scandinavian summer vacationers are users of electronic social network media.
► Facebook and blogs are not important for destination decision-making.
► Traditional information like word-of-mouth and Web 1.0 is highly resilient.
► Results demonstrate a complementary nature of Web 1.0 and Web 2.0 sources.