Type of Document Dissertation Author Perera, Rangika T. Author's Email Address email@example.com URN etd-04252011-172401 Title Effects of Ecotourist Pre-Purchase and External Information Search Behaviors and Strategies on Forest-Based Ecotourism Travel Decisions in Sri Lanka Degree Doctor of Philosophy (Ph.D.) Department Renewable Natural Resources Advisory Committee
Advisor Name Title Vlosky, Richard P. Committee Chair de Hoop, Cornelis F. Committee Member Dunn, Michael A. Committee Member Wang, Jing Committee Member Rowe, William C. Dean's Representative Keywords
- structural equation modeling
- pre-purchase information search
Date of Defense 2011-04-06 Availability unrestricted AbstractIn the 1980s, the term ecotourism emerged as a direct result of acknowledgment and reaction by travelers to global ecological practices. In reality, the concept of ecotourism carries wide applications, particularly for bio-diverse countries with unique natural attractions. Sri Lanka qualified as such a country, presenting a significant tourism resource base, that display natural and cultural phenomena, including forests, waterfalls, mountains, exotic flora and fauna, and a heritage equally as ancient and as rich as the Greeks and Romans.
Ecotourism in today’s dynamic global environment demands that ecotourism operators face a keenly competitive market in order to present an appealing ecotourism products and services to diverse customers. Therefore, an improved understanding of how tourists acquire knowledge about a destination and its services is important for marketing management decisions, designing of effective communication campaigns, and efficient service delivery.
Consumer pre-purchase information search may be identified as one of the most compelling research fields in consumer behavior. However, scant evidence exists on how information is actually processed, prior to making travel decisions. This proposed model examines the causal relationship among information searching, information processing, destination image, and travel-related search outcomes pertaining to forest-based tourism, using a Structural Equation Modeling approach. The proposed model offers special attention to travelers’ information processing consequently influencing travel related outcomes.
In addition, this study identified four distinct market segments, based on ecotourists’ utilization of external information sources in visiting forest-based tourism destinations in Sri Lanka: impulsive searchers, active seekers, passive seekers and, provider dependents. In the context of ecotourists actual travel related decisions, such as destination choice, estimated expenses and the length of stay at the destination, study findings suggest that provider dependents, followed by impulsive searchers are the most productive segments for destination marketers. Service providers are the primary source of information for provider dependents, while impulsive searchers tend to acquire travel related information through word of mouth communication.
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