The influence of sign value on travel-related information search

Signs or symbols convey symbolic meaning and are thought to impact individuals' decisions to purchase products and services. This construct, referred to as "sign value," is comprised of sub-constructs, including symbolic meaning and social interaction. Both sub-constructs theoretically represent needs that individuals have for information. The purpose of this study was to test this notion. A systematic sample of individuals was asked to document the importance they placed on sign value information prior to booking a vacation. Results indicated that sign value information was not very important overall. However, the presence of children and level of education were significantly and negatively correlated with the importance individuals place on items comprising the sub-constructs of sign value.