A VALUATION OF INFORMATION SOURCES AND CUES BY MOTORIST- TRAVELER GUESTS OF LODGING ESTABLISHMENTS

ONE OF THE SPECIFIC REQUIREMENTS OF THE HIGHWAY BEAUTIFICATION ACT OF 1965 WAS TO ASCERTAIN THE EFFECTS OF SIGNBOARD REGULATION, CONTROL, AND /OR REMOVAL ON CONSUMER- TRAVEL CHOICES -- ESPECIALLY TRANSIENTS' CHOICES. THE RESEARCH TECHNIQUE UTILIZED TO DETERMINE ATTITUDES OR JUDGMENTS CONCERNING THE IMPORTANCE OF INFORMATION SOURCES AND CUES TO INDIVIDUALS WAS THE PAIRED COMPARISON TECHNIQUE DEVISED BY LEON L. THURSTONE. THIS PSYCHOMETRIC RESEARCH TECHNIQUE PERMITTED COMPARISONS BY AN INDIVIDUAL OF THE CHARACTERISTICS OF AN ADVERTISING MEDIUM, BUT MORE IMPORTANTLY, THE TECHNIQUE ALLOWED INTER-MEDIA COMPARISONS. BOTH MEDIA AND MEDIA-NON-MEDIA COMPARISONS WERE OBTAINED AND ANALYZED FOR RESPONDENTS WHO WERE FAMILIAR WITH THE GENERAL METROPOLITAN AREA AND FOR THOSE WHO WERE NOT FAMILIAR WITH THE AREA. THE FINDINGS OF THE RESEARCH WERE AS FOLLOWS: (1) PHYSICAL APPEARANCE OF THE LODGING ESTABLISHMENT WAS CONSIDERED THE MOST IMPORTANT INFORMATION SOURCE, (2) OFF- PREMISE COMMERCIAL BILLBOARDS RANKED SECOND IN A SET OF SIX MEDIA-ORIENTED INFORMATION SOURCES FOR THE ENTIRE SAMPLE AS WELL AS FOR THOSE TRAVELERS NOT FAMILIAR WITH THE AREA, (3) WHEN THE PAIRED COMPARISONS WERE EXPANDED TO INCLUDE TEN MEDIA AND NON-MEDIA-ORIENTED SOURCES, BILLBOARDS DROPPED TO SIXTH POSITION, AND (4) THE IMPORTANCE OF NON-MEDIA-ORIENTED INFORMATION SOURCES TO MOTORIST TRAVELERS IS EVIDENCED BY THE FACT THAT ADVICE OF INDIVIDUALS, REFERRAL SERVICES, AND RESERVATION SERVICES OUTRANKED ALL OF THE MEDIA-ORIENTED INFORMATION SOURCES. /AUTHOR/

Media Info

  • Media Type: Print
  • Features: Figures; References;
  • Pagination: pp 27-32
  • Monograph Title: Public attitudes toward highway improvements
  • Serial:

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Filing Info

  • Accession Number: 00201575
  • Record Type: Publication
  • Files: TRIS, TRB
  • Created Date: Oct 14 1994 12:00AM