Structure of Travel Planning Processes and Information Use Patterns

Abstract

Based on an empirical data set collected from Chinese tourists visiting Macau SAR, this study attempts to decompose the travel decision-making process into a multistage sequence (before purchase, at time of purchase, after purchase, after arriving at destination) with multiple decision choices for a vacation trip. The study results demonstrate that travel decision making follows a multidimensional, ongoing sequence and is a hierarchical process. This study further attempts to expand the framework for describing the travel decision-making structure by incorporating information use patterns across the overall course of the travel planning process. The contingent nature of decision making is partially validated by tracing the sequence of decision making and information use along the travel planning horizon. Furthermore, given the lack of studies based on Chinese tourists’ decision-making behavior, the study results provide new insights for many tourism destinations and businesses eyeing the burgeoning Chinese tourists’ market.