Travel Decision-Making: The Role Of Habit

Date Added: Sep 2010
Format: PDF

The complexity of travel decision making is widely recognized and has previous been studied by the means of grand models and process studies. This paper has used the Self-Reported Habit Index of Verplanken and Orbell (2003) to measure habit strength in 23 statements concerning travel decision making. The four sub-decisions of particular interest in this paper were; where and when to go on vacation, what to do, as well as how to travel to the chosen destination. The developed instrument unfolds a well recognized structure of travel behavior, results which validate the statements of SRHI and its applicability to the field of tourism.