Abstract
Micro-tipping point (MTP) theory includes the proposal that a specific stream of unconscious and conscious thoughts result in a go/no-go discretionary action in a given context (e.g., whether or not to visit a given destination in a given season or year involving particular persons being included or excluded from the trip; whether to buy a Ford, BMW, or Toyota). The specific stream represents a stream or conjunctive combination of thoughts-in-context that results in a tourist party actually taking the steps that include booking the trip and experiencing a destination first-hand. Building such contingency models that are applicable to real-life combinations of unconscious and conscious thinking requires collecting data from informants on both implicit and explicit beliefs, attitudes, and thinking rules relevant for a specific yes/no context. Chapter 14 illustrates applying the long interview for collecting such data and using quantitative comparative analysis for constructing MTP models.
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