Can the amount of information and information presentation reduce choice overload? An empirical study of online hotel booking

R. Guo, H. Li

Research output: Journal article publicationJournal articleAcademic researchpeer-review


During online hotel booking, travelers are exposed to numerous hotel options, possibly making them feel overwhelmed with choices. Based on an online hotel booking scenario, two 2 × 2 factorial design experiments (Study one: 2 choice sizes × 2 amount of information; Study two: 2 choice sizes × 2 presentation of information), each with a sample of 242 participants, have been conducted to test the effect of choice size on perceived overload. The results find the choice overload effects and the associated internal mechanism, as well as the moderating effects of amount of information and presentation of information.

Original languageEnglish
Pages (from-to)87-108
Number of pages22
JournalJournal of Travel and Tourism Marketing
Issue number1
Publication statusPublished - 2022


  • amount of information
  • Choice overload
  • information presentation
  • online hotel booking
  • tourist choice behavior

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing

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