호텔 상품의 선택과부화가 구매 선택 결정에 미치는 영향

Abstract

The primary objective of this study was to identify whether the choice overload phenomenon exists and investigate why choice overload effect occurs and how it can be attenuated in the tourism industry field. Traditional economic and psychological theories have suggested that having more options is to beneficial to product suppliers to win competitive market environment. However, according to choice overload concept, having too many choice options can sometimes cause consumers to make 'no-choice' or increase perceived choice regret. To achieve of this study, using a scenario method, respondents were randomly assigned to one of six different questionary included scenarios(2destination types × 3choice set). The result of this study showed that having more 16 choices increased the likelihood of making no-choice. However, potential tourism consumers who have familiar with the destination were not influenced by number of choice and they prefer to choice from large assortments. Furthermore, they who have maximizer tendency perceived less choice regret in the large assortments. These findings indicate whether having both familiarity and maximizer tendency are significant predictors of choice overload effect. Based on these results, this study contribute to the academic and practical implications on tourists behavior, travel decision making, and choice overload.