Abstract

The purpose of this study was to assess the practical values of the choice sets in the stage 2 by decomposing joint (considering multiple destinations for a pleasure trip) vs. separate (considering only one destination) evaluation modes. Throughout the survey questionnaire, tourists who were in joint evaluation (JE) or separate evaluation (SE) were identified, and significant predictors influencing them to engage in each evaluation mode were found. Logistic regression revealed that female, repeated visitors, and high income tourists living out of the State are more likely to take the SE mode in selecting pleasure destinations. On the other hand, tourists who frequently take overnight trips and were in-state residents were more likely to take the JE mode in their decision making process. The results of this study suggest that tourism practitioners should implement customer-centric marketing and develop customized marketing information that best fit each segment, beyond the passive responses to information requesters

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Decomposing Joint vs. Separate Evaluation Modes in Destination Choice Sets

The purpose of this study was to assess the practical values of the choice sets in the stage 2 by decomposing joint (considering multiple destinations for a pleasure trip) vs. separate (considering only one destination) evaluation modes. Throughout the survey questionnaire, tourists who were in joint evaluation (JE) or separate evaluation (SE) were identified, and significant predictors influencing them to engage in each evaluation mode were found. Logistic regression revealed that female, repeated visitors, and high income tourists living out of the State are more likely to take the SE mode in selecting pleasure destinations. On the other hand, tourists who frequently take overnight trips and were in-state residents were more likely to take the JE mode in their decision making process. The results of this study suggest that tourism practitioners should implement customer-centric marketing and develop customized marketing information that best fit each segment, beyond the passive responses to information requesters