A new approach to travel information sources and travel behaviour based on cognitive dissonance theory

This study examines the influences of en route information on travel behaviours, based on cognitive dissonance theory, which explains that selective exposure to new information leads to the presence of dissonance. Fifteen travel activities were identified from the related literature to measure levels of unplanned travel behaviours. Moreover, two types of information sources used during trips were tested to evaluate the degree of dissonance in accordance with new information provided to travellers while on vacation. The results indicated that during trips, those who use information technology change their intended behaviours, while those who use ‘traditional’ information sources actualize their intended behaviours. In line with cognitive dissonance theory, information technology is viewed as dissonance-increasing information, while traditional information sources used during trips are considered consonance-increasing information.