Segmenting travel situations on the basis of motivation and information‐collection by the traveller

In the study presented here, travellers from Switzerland are segmented on the basis of their information collection, with respect to their motivation structure derived in a study earlier this year. The study illustrates the important role of information in tourism. A successful strategy consists of providing convenience and of building up a trustful relation between the tourist company and the tourist. Hereby, convenience is determined by quality of admission, availability of information and a customer tailored presentation of information contents. A trustful source of information shall not only be provided by private relations (friends and relatives) but more and more by employees of travel agencies, tourist information and companies.