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This study explores the potential effects of online information search on tourists' destination image development. Specifically, the terms baseline image and enhanced image are proposed to distinguish the different stages of image development in tourists' minds before and after active online information search. A mixed-methods study, which asked college students to develop a one-week travel plan in China via online search, was designed. Results show that participants' overall image and affective image about China experienced significant and positive changes after online search, while cognitive image basically remained the same. Nevertheless, when asked to describe their image changes, most participants reported changes regarding their cognitive beliefs about China. Furthermore, the qualitative data evidenced the interaction between participants' online information search process and image development.

The current study assessed guest perceptions regarding the use of local foods in U.S. chain or multiunit restaurants. The study analyzed diners' willingness to pay for local food, as well as perceived local food attributes that motivate the conduct. The attributes examined included food safety, environment, nutrition, community support, social responsibility, freshness, and taste. The study data indicated that chain restaurant patrons are willing to pay more for menu items made with local foods. Social/community and fresh/taste were the two strongest motivators of consumers' willingness to pay more for local foods in chain restaurants. Market and scholarly implications are discussed.

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Rural shopping is emerging as a tourism market that is under-researched and offers potential for the economic development of rural regions. Therefore, the purpose of this paper is to investigate the role and importance of the domestic rural shopping market in Canada as a ‘niche’ market in rural tourism, and to provide a description of the characteristics of rural shoppers. Secondary data analysis of the domestic Canadian Travel Survey (1998-2001) reveals that there are many rural visitors who also participate in shopping, and that rural shoppers display different characteristics from average Canadian domestic travellers. Market segmentation using cluster analysis identifies five activity-based groups that differ on the basis of demographics and trip characteristics.

PurposeThe accurate measure of the economic contribution of festivals and special events is a challenge. Using a case study, the purpose of this paper is to demonstrate a previously un‐captured economic contribution from increased hotel rates during the period of festival or event; the “rising tide” effect.Design/methodology/approachThis paper uses a case study on Charleston's hotel occupancy changes, and how the changes coincide with the occurrence of festivals and events in the community, to demonstrate the increased tourism income due to rising accommodation prices during festivals and events.FindingsThe study validates the increased tourism income due to rising accommodation prices during festivals and events, which can provide a significant boost to the economy of a local community.Practical implicationsFestival organizations, as well as hoteliers and other beneficiaries of tourist spending during festivals and events, should note how this additional contribution benefits them and their communities.Originality/valueMany economic contributions of festivals/events overstate their values. The current study first demonstrates a previously un‐captured economic contribution using a case study approach.

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