Tourist choice processing: evaluating decision rules and methods of their measurement

Li, Chunxiao and McCabe, Scott and Song, Haiyan (2016) Tourist choice processing: evaluating decision rules and methods of their measurement. Journal of Travel Research, 56 (6). pp. 699-711. ISSN 1552-6763

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Abstract

A detailed understanding of decision rules is essential in order to better explain consumption behavior, yet the variety of decision rules used have been somewhat neglected in tourism research. This study adopts an innovative method, greedoid analysis, to estimate a noncompensatory type of decision rule known as lexicographic by aspect (LBA). It is quite different from the weighted additive (WADD) model commonly assumed in tourism studies. By utilizing an experimental research design, this study enables the evaluation of the two types of decision rules regarding their predictive and explanatory power. Additionally, we introduce a novel evaluation indicator (“cost”), which allows further investigation of the heterogeneity in the use of decision rules. The results suggest that although the out-of-sample accuracy is lower, the LBA model has a better explanatory performance on respondents’ preference order. Moreover, the different perspective provided by the LBA model is useful for obtaining managerial implications.

Item Type: Article
Additional Information: Accepted manuscript has a slightly different title from the final publication.
Keywords: tourist decision making, destination choice measurement, noncompensatory methods, greedoid analysis, China outbound market
Schools/Departments: University of Nottingham, UK > Faculty of Social Sciences > Nottingham University Business School
Identification Number: 10.1177/0047287516663651
Depositing User: Eprints, Support
Date Deposited: 14 Jun 2017 13:50
Last Modified: 13 Oct 2017 00:03
URI: http://eprints.nottingham.ac.uk/id/eprint/43580

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