College students' information search behavior for spring break: an exploration in the concept of specialization

Abstract

[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT AUTHOR'S REQUEST.] This study identified college student travelers' different information search behaviors, dividing the travelers into groups of high, medium and low levels by using the concept of specialization. The research investigated the perceived value of information content and information sources, and identified the main information sources used to obtain information for their recent spring break trip. The results indicated that the different specialization groups assigned different values to information content and sources. More specifically, it appeared that the high specialization group placed greater value on information content such as accommodations, getting around, attractions, and activities, than the other two groups. In regard to internal information source and word of mouth, the high specialization group also showed the highest value of the three groups. The medium specialization group, on the other hand, was more likely to place importance on online travel agencies and television/radio than the other groups. Overall, the findings of this study supported the idea that the specialization concept can be used as a new approach to segment travelers in a more comprehensive way.