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Deciding not to choose: Delegation to social surrogates in tourism decisions

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  • Stone, Matthew J.

Abstract

This study investigated the phenomenon of tourists delegating decisions to others. An American survey (n = 404) found a key exception to individual decision-making models. Rather than making their own decisions, respondents frequently delegated decisions, including where to go, what to do, and where to eat to others traveling with them (called “social surrogates”). A median of 25 percent of respondents delegated destination choice, and 50 percent delegated dining and activity decisions while traveling. Because individuals may not make all of their decisions, all customers may not be of equal importance to tourism marketers. Some have little to no role in choice (as they defer decisions), while others (social surrogates) may hold great influence over others (by making decisions). Thus, identifying actual decision makers, rather than just considering all tourists, may be necessary to understand tourist consumer behavior. It is proposed delegated decisions are theoretically distinct from individual or group decisions.

Suggested Citation

  • Stone, Matthew J., 2016. "Deciding not to choose: Delegation to social surrogates in tourism decisions," Tourism Management, Elsevier, vol. 57(C), pages 168-179.
    • Handle: RePEc:eee:touman:v:57:y:2016:i:c:p:168-179
    DOI: 10.1016/j.tourman.2016.06.002
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    1. Rosen, Dennis L. & Olshavsky, Richard W., 1987. "The dual role of informational social influence: Implications for marketing management," Journal of Business Research, Elsevier, vol. 15(2), pages 123-144, April.
    2. Filiatrault, Pierre & Ritchie, J R Brent, 1980. "Joint Purchasing Decisions: A Comparison of Influence Structure in Family and Couple Decision-Making Units," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 7(2), pages 131-140, Se.
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    Cited by:

    1. Mauri, Chiara & Nava, Consuelo R., 2021. "Do tourists experience boredom in mountain destinations?," Annals of Tourism Research, Elsevier, vol. 89(C).
    2. Mengyi Lin & Fu-Yuan Li & Haibin Zhou, 2020. "A Research on the Combination of Oblique Photography and Mobile Applications Based on the Sustainable Development of Tourism," Sustainability, MDPI, vol. 12(9), pages 1-19, April.

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