The Impact of Using Non-Media Information Sources on the Future Use of Media Sources: The Mediating Role of Expectations Fulfillment

An empirical study of 350 tourists reveals that using non-media information sources for planning tourist trip influences expectations fulfillment. The use of non-media information sources also has a direct impact on the future use of media information sources for future tourist trip planning, as well as an indirect impact through expectations fulfillment. More specifically, the main determinants of expectations fulfillment of local infrastructures are commercial brochures, travel agents and internet; expectations fulfillment of entertainment structures is affected by institutional brochures, travel agents and the internet; future use of media sources is influenced by expectations fulfillment of local infrastructures and entertainment structures; this factor is also influenced by past use of institutional brochures and the internet. Discussion centers on the implications of this model to theory and managerial development of tourism and services strategies. Directions for future research are also presented. Subject areas: Services Marketing, Tourism, Information Sources, Media.