Research On The Phenomenon Of Choice Overload And Influencing Factor In Undergraduate Tourists’ Destination Choice

Traditional economic theory suggests that having more options could helpdecision makers to maximize their utility. Psychological theory suggests that havingmore options could satisfy their psychological controlling. However, according to thechoice overload concept, too many choices can sometimes cause contradictory results,such as making ‘no choice’ or experiencing increased perceived regret. Consideringthat tourism suppliers offer an extensive number of products, the primary objective ofthis study was to identify whether the choice overload phenomenon exists for tourismproduct.By randomly providing the questionnaire for college students, this study set twokinds of decision times(no time limited&two minutes) and five destinationsets(1,3,10,20,30). By the data from questionnaire and logit model, this studyidentifies the choice overload existing in tourism product. The empirical studysuggests that the likelihood of making ‘no choice’ increased when the number ofdestination was more than24.Due to decision (choice or no choice) as0-1bernoulli variable, this study analysisthe casual relationship between four variables (sex, education background, number ofdestination&decision time) and the destination choice of undergraduate tourist bybinary logistic regression. The results show that sex and education were not theinfluencing factor of the destination choice of undergraduate tourist，while number ofdestination and decision time had significant influence in the destination choice ofundergraduate tourist.