Decision strategies in tourism evaluation

Alain Decrop, Metin Kozak

Research output: Contribution in Book/Catalog/Report/Conference proceedingChapter


Evaluation of alternatives is a cornerstone of any decision-making process (DMP). Usual models of consumer decision making (DM) entail fi ve main stages: need (problem) recognition, search for information, evaluation of alternatives and choice, purchasing, and postpurchase evaluation (e.g., Engel, Blackwell, and Miniard, 1986; Hawkins, Best, and Coney, 1995). The evaluation stage involves the selection of one option among a set of alternatives by using a specifi c decision strategy or a combination of multiple strategies. Vermeir, Van Kenhove, and Hendrickx (2002: 709) underline the major role of decision strategies in consumer DM: “another important factor of the DMP is the use of decision rules [strategies]. Each consumer uses certain decision rules to base their decisions on.” Of course, evaluation becomes more diffi cult when there are more alternatives, multiple contingencies or events, and multiple confl icting preferences and values.

Original languageEnglish
Title of host publicationHandbook of Tourist Behavior
Subtitle of host publicationTheory and Practice
EditorsMetin Kozak, Alain Decrop
Place of PublicationNew York
PublisherTaylor & Francis
Number of pages16
ISBN (Electronic)020388180X, 9781135849122
ISBN (Print)0415993601, 9780415993609
Publication statusUnpublished - 2009


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