The purpose of this study was to describe the extent to which visitors to a historic attraction acquired information in their vacation deliberations and the degree to which their trip characteristics could be used to discriminate between levels of active and passive information seekers. In this data set, respondents who sought out and used information in their trip planning significantly differed from their passive counterparts in terms of their travel decision making. Active groups of information seekers tended to evaluate more alternatives, traveled greater distances, and had limited prior experience with the attraction as compared to their more passive counterparts. Findings of this study provide the marketing manager additional insights to define the potential audience for advertising and promotional campaigns. The implications of the findings as they relate to both the marketing message and its distribution are discussed
