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ABSTRACT
In a rapidly digitalizing world, the increasing importance of online information channels is repeatedly stated. But little is known about the procedure of online information search. This study examines the process of booking a journey via digital devices. It is based on a multi-method approach including interview and experiment. Results show that tourists’ online searching behaviour is less rational than previously perceived. Empirically, the study is based on German tourists in Sweden.
Disclosure statement
No potential conflict of interest was reported by the author.
Additional information
Funding
This work was supported by R&D Fund of the Swedish Tourism & Hospitality Industry.