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Bing Pan National Laboratory for Tourism and eCommerce Department of Leisure Studies University of Illinois at Urbana-Ch

Introduction. Overall structureProblems/backgroundLiterature reviewConceptual frameworkMethodologyResults and conclusionsImplications. Problems/Background. Tremendous development of the Internet and widely use of the Internet as a source for travel informationInformation overloadFinding relevant informationThe vocabulary problem (Furnas, Landauer, Gomez

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Bing Pan National Laboratory for Tourism and eCommerce Department of Leisure Studies University of Illinois at Urbana-Ch

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    2. Introduction Overall structure Problems/background Literature review Conceptual framework Methodology Results and conclusions Implications

    3. Problems/Background Tremendous development of the Internet and widely use of the Internet as a source for travel information Information overload Finding relevant information The vocabulary problem (Furnas, Landauer, Gomez & Dumais, 1987 ) Understanding of the users is essential! Research on travel information search is scarce; most are survey research Adolescence era of information technology The goal of Man-Computer Symbiosys (Licklider, 1960)

    4. Travel Planning and Information Search

    7. Mental Models and Information Search

    8. Mental Models and Information Search

    9. A Conceptual Model of Travel Information Search on the Internet Traveler’s semantic mental model includes destination, travel partners, accommodation, dining and others Choices of links are based on the relative value of information scent: the link anchors (texts or pictures) Navigation process and reading process Search process can be broken up into different episodes; each episode targets at a sub-problem Travel experience, computer and Internet experience, and the experience of using the Internet as travel information source, contribute to the congruence of mental model between travelers and the conceptual model of information space; and the further congruence of models will contribute to the satisfactory travel information search/travel planning process.

    10. Semantic Mental Model

    11. Conceptual Model

    12. Main Goals of Research Understand the process and the structure of travel information search on the Internet; Discover the congruence and discrepancies of semantic mental model of travel information searchers and the semantic model of tourism information providers; Examine the extent to which the discrepancy of semantic models of travelers and tourism information providers contributes to the satisfaction of information search on the Internet; and travel experience, computer and Internet experience, and the experience of using the Internet as travel information source, contribute to the congruence of the two semantic models

    13. Research Procedure Pilot study (May - June, 2002) 5 subjects Formal experiment (September, 2002) - 15 diverse subjects (Eveland, & Dunwoody, 2000 ) Sources for measuring consistency: Websites visited Traveler's semantic models Travel experience and Internet use experience

    14. Research Methodology An travel planning experiment on the Internet regarding a weekend trip to a designated destination (San Diego, CA) Setting: 1. Using a web browser on a workstation located in the National Laboratory for Tourism and eCommerce; 2. A tester will carry out the pre-experiment survey, interviews, experiments, and post-experiment questionnaire. Tasks: 1. Choose/identify their activities and accommodation during their 2 day vacation to San Diego, CA. 2. Need to write a short essay regarding their travel plan 3. One-hour is the maximum length of travel planning 4. One subject will be randomly selected to win two round-trip airline tickets

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    16. Research Methods Protocol analysis using transcriptions of information search behavior including information search activities, information processing, and computer use activities Semantic network analysis using transcripts from interviews and text from full texts of web pages Transcripts from interviews Full texts of web pages from visited web sites Correlation analysis using survey data and results from semantic analysis

    17. Phase I: Results 10 undergraduate students, 1 graduate student, and 4 researchers. 19 to 45 years old with an average age of 25 years. 6 subjects were men and 9 women. 4 have been to San Diego at least once. Most of them have used the Internet to check out destination, hotel and airline information. Used computer from 4 to 28 years with an average of 14.3 years. They used the World Wide Web and email from 4 to 17 years with an average of 7.6 years. An average of planning time of 36 minutes, with minimum time of 20 minutes and a maximum time of 55 minutes. Visited from 7 to 26 web sites with an average of 15. Visited from 60 to 312 web pages, averaging 124 web pages. 7 of 15 used a printer to print out information and organize information; 12 used a piece of paper; 3 used wordPad or Microsoft Word.

    18. Phase I: Information Search Protocol: Data

    20. Phase I: Information Search Protocol: Data

    22. Phase I: Information Search Protocol: Data

    23. Phase I: Final Protocol

    24. Understanding of the Process

    25. Phase I: Further Results Internet is always used with other software and information organization and decision aid tools (other software, paper and printer). Travel information search can be broken up into different episodes, in which each episode may encompass different web sites. The model of navigation and reading process is too simple. The informational behavior involves searching, browsing, navigating, reading and information organization. Information hubs are frequently used in the process. A information hub is a web page leading to a cluster of relevant web pages. People rely on information hubs to minimize inter-cluster information seeking cost and they are reluctant to change information hubs. Experienced Internet users tend to use multiple clusters when searching for information. Geographical information and time frame are not well represented. Travelers need information organization and travel planning in their minds or using decision aids; they need to switch between different attractions and online map web sites. Certain places and attractions are not searchable, for example, hotel facing the sea, bars on the beach and etc.

    26. Phase II. Tourism Information Space

    27. Phase II. Comparison of Two Semantic Models

    30. Phase II. Comparison of Two Semantic Models

    31. Conclusions

    32. Implications Considering different use of the Internet Use traveler’s language More collaborations are needed between different groups of a destination Provide decision aids with geographical information and time frame Provide meaningful tourism ontologies for semantic webs and semantic data modeling Dominance of language/shift of power Provide novel and exciting information vs. fulfill user’s current goals

    33. Comments and Questions?

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