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

Chunxiao Li, Scott McCabe, Haiyan Song*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

14 Citations (Scopus)


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
Issue number6
Publication statusPublished - 1 Jul 2017

Bibliographical note

Publisher Copyright:
© 2016, © The Author(s) 2016.


  • 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


Dive into the research topics of 'Tourist Choice Processing: Evaluating Decision Rules and Methods of Their Measurement'. Together they form a unique fingerprint.

Cite this