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

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