Demystifying the role of information provision in travellers’ satisfaction: Insights from a randomized controlled trial

We conduct a randomized controlled trial (RCT) to explore whether providing tourists with information about the weather conditions in the destination country has a positive impact on their satisfaction level. We show that providing accurate weather information enables tourists to form more correct expectations i.e., closer to the actual weather conditions in the destination country – which in turn improves their satisfaction and makes them more likely to recommend relatives and friends to make the same trip. These findings reveal the role of information provision in improving tourists’ satisfaction. Finally, our study encourages the application of the RCT approach as it addresses interesting questions in tourism research.