Exploring ways to improve personalisation: The influence of tourist context on service perception

Katerina Volchek, Rob Law, Dimitrios Buhalis, Haiyan Song

Research output: Journal article publicationJournal articleAcademic researchpeer-review

7 Citations (Scopus)


The heterogeneity and dynamic nature of tourist needs requires an advanced understanding of their context. This study aims to investigate the effects of observable factors of internaland external contexts on tourist perceptions towards personalised information services performance. An exploratory approach is used to test measurement invariance and the moderating effects of personal, travel, technical and social parameters of the tourist context, when applicable. The findings demonstrate that contextual factors motivate tourists to attribute different meanings to the parameters of the service, that have already been personalised for them. Individually developed personalisation design solutions are required for each travel context.

Original languageEnglish
Pages (from-to)737-752
Number of pages16
Journale-Review of Tourism Research
Issue number5
Publication statusPublished - 1 Jan 2020


  • Information service
  • Multi-group analysis
  • Personalisation
  • Travel context

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Tourism, Leisure and Hospitality Management
  • Nature and Landscape Conservation


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