The Enduring Effects of Consumer Confusion in the Travel Process

The use of digital information channels has become an indispensable part of the travel planning process. While online searches offer convenience, the vast amount of available information can overwhelm consumers, often leading to confusion. Therefore, the purpose of this research is to explore whether cognitive overload during the travel planning stage influences post-travel evaluations. From the dual perspectives of the Stress-Strain-Outcome Model and the Elaboration Likelihood Model, this research demonstrates that overload-induced confusion during travel planning can, in fact, negatively affect evaluations in the post-consumption phase of the travel process. These effects are partially determined by individual differences such as the need for cognition (an antecedent effect) and gender (a moderating effect).