Abstract
Abstract This chapter examines consumer decision making for choice of elements in the independent holiday. Both destination marketing organizations and tourism businesses would benefit from an understanding of which holiday elements are typically chosen by the traveller pre-trip versus which holiday elements are typically chosen while on holiday. Previous studies on the subject have produced conflicting results. These discrepancies are explained by referring to the concept of a traveller's familiarity with the destination. It is suggested that a duality might exist in holiday decision making. Pre-trip decision making might best be described as 'deliberate, purposeful and reasoned'. On-vacation decision making might at times be described as 'light-hearted, free-spirited and hedonistic'. The extent to which such a duality exists has yet to be established empirically.
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