Department of Hospitality and Tourism Management, Purdue University, West Lafayette, IN 47907, USA; Tel: +1 765 496 2085; Fax: +1 765 494 0327; E-mail: xinran@purdue.edu

Received 1 December 2005.

Abstract

This research proposed and empirically tested a behavioural model of online tourist information search by integrating the consumer involvement concept, modes of cognitive processing and knowledge representation. The model identified two types of online information involvement: involvement measured by time spent online (degree of search) and by types of information sought (content of search). The results showed prior experience and knowledge with a destination influenced both by the content of search and the degree of search that a traveller engages in online while planning a trip. It appears that online search effort decreases and search content changes as a result of the different level of prior knowledge that a tourist brings to a search. The results will also have practical implications for the content, length and presentation of tourism websites that service iTravellers.