Abstract
Hypotheses were tested to examine the relationships between travel opinion leadership and information-seeking, media habits, and trip behavior. Travel opinion leaders actively sought travel advice from other people, read more travel magazines than non-leaders, and were more likely to rely on organization-based information channels than mass media. They had more memberships in social organizations and shared travel information more with other people than non-leaders did. They tended to make more frequent and longer trips than their counterparts. Due to their high communicatory utility, travel opinion leaders are conceived as primary target markets for less-known travel destinations.
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