Time for a Radical Reappraisal of Tourist Decision Making? Toward a New Conceptual Model

General models of tourist decision making have been developed to theorize tourist decision processes. These models have been based on the premise that tourists are rational decision makers and utility maximizers. Further, these models have been operationalized through input–output models to measure preferences and behavioral intentions. The extent that they remain viable to explain and predict tourist behavior as tourism markets mature however is uncertain. This review article critiques these approaches and proposes a new general model based on dual system theory to account for different types of choice strategies, the constructive nature of preferences, and to recognize the individual and contextual factors that influence choice processes. The article argues that a general tourist choice model should integrate the psychological processes that determine choice strategies, or heuristics, and consider choice context. These include individual differences, task-related factors, and principles determining system engagement. Future research and practical implications are outlined.