Revisiting Destination Choice Sets: Two Evaluation Modes

Abstract

This study revisited destination choice sets. Two distinct choice modes—joint evaluation (considering multiple destinations for a pleasure trip) and separate evaluation (considering only one destination when searching for information)—were identified. Findings revealed that women, repeated visitors, and affluent tourists living out of state were more likely to take a separate evaluation mode. Conversely, tourists who frequently took overnight trips and in-state residents were more likely to consider multiple options. Results suggest that tourism professionals should tailor marketing information that best fits each segment instead of merely sending out general information.