Abstract
We are always faced with a plethora of options, whether they are trivial or important. From a traditional economics perspective, having more choices is beneficial. However, recent studies show that too many choices sometimes cause contradictory consequences. When making a decision, a variety of elements enter the picture and have an impact on the choice and decision. Among them is the regulatory focus. This study aims to examine 1) how regulatory focus (promotion/prevention) is influenced by the elements of choice overload (difficulty/complexity) and 2) how regulatory focus (promotion/prevention) affects selecting tourism products under choice overload. To achieve the objectives of this study, a survey was conducted, and a total of 300 responses were analyzed. The results indicate that choice overload affects regulatory focus in general. That is, both elements of choice overload positively influence promotion focus, while prevention focus is negatively affected by difficulty. The results of examining the relationship between regulatory focus and selection behavior under choice overload indicate that only promotion focus has a positive effect on choice behavior.
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