| Current development in choice and decision theory seems to suggest that decision making behavior is one example of many complex human behaviors. Travel research also supports the concept that a travel decision behavior follows a temporal, dynamic, successive and multi-stage contingent decision process. Research evidence also seems to indicate (1) travel decision making and choice behavior is thought to involve a temporal-dynamic process; (2) travel decision making and choice behavior is conceptualized as a multi-decision hierarchical process; and (3) decision heuristics are used in associated with different decision stages. Three propositions were established.; Proposition 1. Travel planning behavior is a complex process which involves many travel decisions/facets.; Proposition 2. Travel planning process is revealed as sequential information searching, information processing and decision processes. A travel planning process, hence, is described as a triplet of expectation, information search and decision evaluation/choice.; Proposition 3. The sequential aspect of travel planning process further establishes a hierarchical structure as revealed as unawareness decisions (decisions that are not aware by tourists but implicitly important and rigid), evoked decisions (aware and considered important and rigid), and deferred decisions (decisions that are aware but not considered by tourists).; The dissertation examined the complex decision process based on the concepts of rigidity, centrality and sequentiality. A two-phase methodology was used. The first phase was based on three empirical studies whereby exploring the concepts such as complexity, sequentiality and contingent hierarchy of trip decision process. The second phase was based on an experimental procedure to examine factors that influence the pre-trip travel planning process including (1) contextual effects; (2) information framing effects; and, (3) cognitive factors such as the travel experience and stated travel expertise. The study found evidence consistent with recent research findings that a trip decision behavior is a complex process of adaption to, and adjustment of, decision contexts. Furthermore, the complex travel decision behavior can be better represented as a sequential/hierarchical, and contingent process. Implications and future research were suggested. |
