Communication Strategies and Information Choice Strategy of the Arab Tourists: The Mediating Role of Situational Characteristics

Communication Strategies and Information Choice Strategy of the Arab Tourists: The Mediating Role of Situational Characteristics

Bilal Ahmad Ali Al-khateeb, Mohammad Abdel-Hammed Ali Al-Hussein
DOI: 10.4018/IJCRMM.2020100103
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Abstract

The main purpose of this study is to examine the mediating role of situational characteristics on the relationship between communication strategies and information choice strategy of the Arab tourists in Malaysia. The study adopted a cross-sectional design with a quantitative survey approach. Overall, the study finds that situational characteristics significantly mediate the influence of information source on the information choice strategy of the Arab tourists but not on the relationship between information source and information choice. The study therefore concludes among others that situational characteristic can only explain the influence of information channels on the information choice strategy but not on the influence of information source on the information choice strategy.
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2. Literature Review

There are several attempts in academic literature to describe the concept of information source (Al-Khateeb & Dahalin, 2013; Al-khateeb & Dahalin, 2015; Al-khateeb, 2019). For example, Abd Aziz & Ariffin (2009) described information source as beginning or foundation upon which information about the tourism destination of the tourists or pleasure travelers. In other words, it is the basis upon which a tourist obtained information about the tourism destination he/she wants to embark on. According to Fodness & Murray (1997), these information sources may comprise of friend/relatives, media, internet, travel agents, etc. In addition to this, Fodness & Murray (1997) state that information source could be either internal or external. This implies that information seeker may obtain his information from any of these sources.

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