In this project we utilized the conversational model of delivering destination information as an experimental intervention to provide tips to a sub-group of visitor participants in Overijssel.
By contrasting the experience of this group to a randomly assigned control group was able to test the effectiveness of hyper-personalized information. Furthermore, we investigated the effectiveness of integrating, in the tips provided, the policy of the DMO to direct visitors to certain places while reducing the pressure on others.
For this variable as well––policy-driven vs. demand-driven information sources––random assignment to test and control groups allowed us to draw conclusions about causes of differences in tourist behaviour and experience. We found that tourists receiving information on attractions in less-visited areas engaged in significantly more movements around these attractions, and significantly less around heavily visited areas. The conversational form of information delivery was more positively evaluated than information delivered passively. Furthermore, vacation experience emotions and evaluations were largely unaffected. Thus, it is clearly possible to direct tourists to less-crowded locations without negatively affecting their vacation experiences.