An investigation of the basis for external information search in recreation and tourism

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Abstract
This study examines the proposal that those seeking information about recreation experiences have strong interest, attitudes and intentions toward participation but are constrained by inadequate knowledge. Tests are also made of whether or not basic cognitive characteristics are related to information search. Information seeking is defined by whether or not individuals requested a free brochure on charter‐boating when given the opportunity. Comparisons are made among four groups: inexperienced boaters/information seekers, experienced boaters/information seekers, inexperienced boaters/nonseekers and experienced boaters/nonseekers. Results indicate that inexperienced boaters who seek information have positive attitudes, strong interest and high participation intentions but lack the degree of knowledge possessed by experienced boaters. Similar to experienced nonseekers, experienced seekers had positive attitudes, strong interest, and high knowledge about charterboating. However, they had stronger participation intentions than any group. In other tests, no differences were found among the seeker groups and the inexperienced nonseekers on need for cognition or education levels. Results suggest that constraint reduction is likely to be the basis for information search among the inexperienced. While the unavailability of information may not constrain experienced seekers, this group may be seeking information to add small increments of knowledge (which don't have a large impact on overall knowledge levels), reaffirm existing knowledge or because it is part of the recreation experience. Implications suggest the possible advantages of targeting information seekers in mass communication campaigns and incorporating concepts of information search in related recreation research.