An Exploratory Study on the Relationship Between Tourism Motivations and On-line Tourism Information Search Behavior

The public Information systems for destination marketing have poorly operated and failed to satisfy tourists' needs. Public tourism website mainly offers fundamental tourism information such as transportation, lodging and prime attractions, which is mainly specialized in commercial web sites, and fails to attract tourists. For the public benefits, marketing strategy publicl DMOs have to specialize their tourism information, and attract specific target markets. Thus, this study examined the effect of tourism motivations on information search behavior to figure out the importance of tourism information. The results show that the level of escapist motivation positively to the perceived importance of fundamental informations, and the level of activist motivation effects positively to the perceived importance of objective-specific informations. These results give show problems of regional tourism information site and implications are suggested.