Changing knowledge levels: comparing the pre- and post-information search stage

The purpose of this study is to improve the understanding of consumer self-confidence and product expertise in the context of trip planning. So far, empirical research that investigates effects of information search on knowledge development is scarce in tourist behaviour literature since the bulk of research has been concentrating on cross-sectional studies. In order to capture differences between knowledge levels before and after information has been searched, a panel design is applied. More specifically, the present study investigates the effect of travel information search on general (i.e. consumer self-confidence) and specific knowledge (i.e. product expertise) by comparing two time points of measurement: the pre- and post-information-search stage. The results show that consumer self-confidence is rather stable and does not change in the short-run. The level of product expertise, on the other hand, increases after information has been searched.