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Too many destinations to visit: Tourists’ dilemma?

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  • Thai, Nguyen T.
  • Yuksel, Ulku
Abstract
Despite the common belief that more is better, travelers do not prefer having many choices when considering vacation destinations. We investigate why choice overload effects occur and how they can be attenuated through five studies. First, as a solution for mitigating choice overload effects, we introduce “self-confidence” as a boundary condition. Unlike travelers with low self-confidence, travelers with high self-confidence do not experience choice overload effects. Second, we demonstrate that perceived uncertainty mediates the relation between choice-set size and destination evaluations. Finally, we prove that choice overload exists not only in the late stages of the travel decision-making process but also in its early stages. We contribute to the existing literature on tourist behavior, travel decision-making, and choice overload.

Suggested Citation

  • Thai, Nguyen T. & Yuksel, Ulku, 2017. "Too many destinations to visit: Tourists’ dilemma?," Annals of Tourism Research, Elsevier, vol. 62(C), pages 38-53.
    • Handle: RePEc:eee:anture:v:62:y:2017:i:c:p:38-53
    DOI: 10.1016/j.annals.2016.11.004
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    References listed on IDEAS

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    Cited by:

    1. Septianto, Felix & Chiew, Tung Moi & Thai, Nguyen T., 2020. "The congruence effect between product emotional appeal and country-based emotion: The moderating role of country-of-origin," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    2. Rojas-de-Gracia, María-Mercedes & Alarcón-Urbistondo, Pilar, 2020. "Importance of family for individual tourist satisfaction," Annals of Tourism Research, Elsevier, vol. 85(C).
    3. Wen, Tong & Leung, Xi Y. & Li, Bin & Hu, Lingyan, 2021. "Examining framing effect in travel package purchase: An application of double-entry mental accounting theory," Annals of Tourism Research, Elsevier, vol. 90(C).
    4. Mohammad Rashed Hasan Polas & Ratul Kumar Saha & Mosab I. Tabash, 2022. "How does tourist perception lead to tourist hesitation? Empirical evidence from Bangladesh," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 24(3), pages 3659-3686, March.
    5. Tassiello, Vito & Tillotson, Jack S., 2020. "How subjective knowledge influences intention to travel," Annals of Tourism Research, Elsevier, vol. 80(C).

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