Tourism information and knowledge exchange in visitor information centres

Abstract

Information and knowledge exchange is considered a process through which information, knowledge, experience, skills and expertise are exchanged and transferred among different stakeholders. While earlier frameworks (Sheldon, 1997; Deery et al., 2007) acknowledged the exchange of information, they did not consider knowledge exchange or the benefits that may result from the exchange process. The purpose of this study was therefore to examine the exchange of tourism information and knowledge in Visitor Information Centres (VICs) and how this exchange contributes to memorable visitor experiences, visitors’ behavioural intentions and socio-economic opportunities for local tourism businesses and surrounding communities. The reviewed literature laid the foundation to identify theoretical constructs used to develop a conceptual framework of information and knowledge exchange relevant to the VIC environment.

Both quantitative and qualitative methods were used in parallel and in a complementary manner. For the quantitative element, self-completed and structured questionnaires were used to collect data from visitors and local tourism businesses. The qualitative element comprised conducting semi-structured interviews using an interview guide with open-ended questions to gather information from VIC staff members while focus group discussions employing a focus group guide were used to elicit information from surrounding community members. Each set of data from the two methods was collected, analysed and presented separately and the information generated was integrated in the discussion and interpretation of the overall findings and conclusions reached. Based on the findings, the conceptual framework was refined in order to arrive at a tested and confirmed framework to guide the exchange of tourism information and knowledge in VICs. The framework seeks to position the role that VICs may play to enhance visitors’ memorable experience and facilitate their behavioural intentions; and create socio-economic opportunities for stakeholders.