The nexus between information and consumer confusion: information provider vs information recipient

Abstract

Purpose The purpose of this study is aimed at analysing the contributors of consumer confusion from the perspective of both information providers and recipients. Design/methodology/approach Using Sri Lanka as a case study, this study demonstrates views of consumer confusion in terms of information and its contributors in light of the framework adopted by Lu and Gursoy (2015). Findings The results ascertain that too much, too similar and too ambiguous information from information providers’ perspective have a significant impact on consumer confusion in the context of the inbound tourist industry in Sri Lanka. Most importantly, it is evident that the information recipients’ knowledge and behaviour attributes, namely, internet experience, learning orientation, tolerance for ambiguity, price consciousness and requirement for cognition have no significant impact on consumer confusion. Furthermore, the quality and quantity of information provided are crucial for the minimisation or avoidance of consumer confusion. Practical implications The practical implications drawn from this study could influence all stakeholders of the inbound online tourism trade including managers, advertising executives and marketing experts in providing good quality information to promote tourism. Originality/value The contribution of this research is related to the analysis from a theoretical and an empirical perspective of both the information providers’ and decision-making of recipients.