Dynamic in-destination decision-making: An adjustment model

The study of tourist decision-making usually focuses on destination choice, framed in terms of informational inputs into the rational decision-making processes of individuals. We report on a study of on-site tourist decision-making in the South Island of New Zealand. The framework within which decision-making is conceptualised draws on process accounts derived from work in naturalistic decision-making, and adaptive, situated and embodied cognition, and in this respect the study distinguishes itself from much previous work in this area. One hundred and forty qualitative interviews were analysed thematically to identify four dimensions of an emergent process of decision-making: (In)Flexibility; Location/timing; Social Composition; Stage of Trip. Decision-making varies on these dimensions in line with various ‘Types of Trip’ also identified from the data. This study provides support for process approaches to tourist decision-making and characterises it in terms of a continual process of socially mediated adjustment to features of the destination and overall trip evolution.