ABSTRACT

Today’s society is highly dependent on communication and information technology, a development that is also permeating all parts of the tourist system. This chapter explores questions about tourists’ information search behaviour, their use and preferences of different information channels and media platforms from a transmedia tourism perspective. The case builds on a study of German tourists and their search for tourist information about Sweden. The study shows that digital tourism information doesn’t entirely substitute analogue channels. The result indicates important managerial implications including the need for organisations to carefully assess their target markets and corresponding information strategies.