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This paper explores the discrete nature of choices in tourism and hospitality to expound the behavioural foundation of discrete choice modelling. Drawing upon the literature on discrete choice modelling in tourism and hospitality between 1987 and 2026, we discuss some common issues and caveats in applying discrete choice modelling, with regard to model formulation and utility specification. By emphasising model formulation and utility specification, this paper can assist researchers in identifying pertinent choice situations in tourism and hospitality that are suitable for discrete choice modelling and enhancing the mathematical rigour of empirical research. A deep understanding of model formulation also enables researchers to incorporate behavioural economics into model development, thereby expanding the scope of discrete choice modelling in tourism and hospitality research.
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Yong et al. (2026) studied this question.
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