Traveler Use of Visitor Information Centers: Implications for Development in Illinois

Abstract

A key goal of tourism marketing is to use information to modify travelers' behavior to increase the number of days spent in a state as well as the level of visitor expenditures. Many tourism promoters are concerned about the efficiency of alternative locations and forms of tourist information centers in meeting the information needs of visitors traveling in the state. Consistent with previous studies, results indicate the large majority of respondents stopped to use restrooms, stretch and exercise, and obtain refreshments. However, almost 32 % of the respondents indicated they stopped to pick up travel and tourist information. Ease of access, availability of restrooms, and convenience were the most common reasons for stopping at the tourist information center rather than leaving the interstate. Fifty-two percent of the respondents appear willing to consider alternative off-interstate tourist information locations. The service setting is the single most important aspect affecting respondents' decisions concerning off-interstate locations; access (being located on a frontage road next to the interstate) is the second most important element. The findings indicate the tourist information center acts as one of the most important communication channels with which to attract and educate travelers about the benefits of visiting the state. The results also provide encouraging support for locating and developing an alternative system for meeting the information needs of visitors to the state.