Tourist Choice Processing: Evaluating Decision Rules and Methods of Their Measurement

Chunxiao Li, Scott McCabe, Haiyan Song

Research output: Journal article publicationJournal articleAcademic researchpeer-review

10 Citations (Scopus)

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.
Original languageEnglish
Pages (from-to)699-711
Number of pages13
JournalJournal of Travel Research
Volume56
Issue number6
DOIs
Publication statusPublished - 1 Jul 2017

Keywords

  • China outbound market
  • destination choice measurement
  • greedoid analysis
  • noncompensatory methods
  • tourist decision making

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Transportation
  • Tourism, Leisure and Hospitality Management

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