Visitor Information Centres play an important role in destination tourism marketing, mainly with brochures supply and staff consults service for the visitors. The aim of this study is to examine the effects of brochure information dissemination and staff service encounter on overall experience, and to assess the relative importance. This study used sample from visitor information centre at Taipei East Metro Mall to develop the model and to test hypotheses, and the model was validated with sample from visitor information centre at Taipei Main Station. Results of confirmatory factor analysis of measurement model identified the quality factors of staff service encounter include: reliability, assurance, responsiveness and empathy; factors determining quality of brochure information dissemination include comprehensibility, credibility, and usefulness. Results of path analysis of structural model revealed that both quality of staff service encounter and quality of brochure information dissemination have significant effects on overall experience evaluation, and the effect of the former is far greater than the latter. Findings of this study not only provide managerial implications but also can be used as the foundation for further research.
International Journal of Information and Management Sciences