Abstract
A major objective in the marketing tourism services is to increase the activities and commerce of tourists within an area or location. The extent of environmental learning and knowledge exerts a significant influence on such an objective. This study addressed the factors influencing the rate and degree of environmental learning of first-time visitors to an international destination. The relative contributions of direct experience, and direct and indirect sources of information to tourists learning of a new environment, were examined in this empirical study of visitors to a European city. Implications for increasing visitors' learning of and commerce with tourist attractions and retail elements in an area through marketing and promotion are discussed.
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