Expertise, experience and self‐confidence in consumers' travel information search

Abstract

Purpose: The aim of this paper is to investigate the relationship between consumer self‐confidence, product expertise, and travel experience in the context of travel information search during vacation planning.Design/methodology/approach: The research design is based on a panel study to monitor trip planning processes of Austrian travelers. A structural model is used to assess to what degree consumer self‐confidence, product expertise, and travel experience affect travel information search and to examine the influence of consumer self‐confidence on product expertise.Findings: Findings from the study show that consumer self‐confidence significantly affects product expertise. Travel experience, on the other hand, positively influences product expertise that again is positively related to travel information search. No significant relationship is established between travel experience and travel information search.Research limitations/implications: While most of the previous studies investigated information search using cross‐sectional data, this study addresses the need for more accurate research on information search adopting a panel design. One major limitation of the study is the small sample size. Results from a larger sample might be different in regards to the magnitude of the relationships.Originality/value: This study contributes to the overall understanding of how knowledge and ability‐related factors impact travel information sourcing. The tourism literature reveals no other study that has simultaneously quantified consumer self‐confidence and product expertise during trip planning.