Choice Overload in Tourism: Moderating Roles of Hypothetical and Social Distance
通过实验研究，发现旅游产品选择集大小会负面影响选择过程（如选择复杂性和任务难度），并证明假设距离和社会距离具有调节作用，为旅游营销提供实践启示。
The evolution of information and communication technology has enabled travelers to access abundant information and a wide range of available products/services that may satisfy their needs or wants. However, this phenomenon also poses a challenge to travelers who have to choose from an overwhelming collection of travel products. This situation, known as the paradox of choice, may have negative outcomes. This research tested the mechanism of relationships between choice set size and perceived responses to choice overload as affected by psychological distance. Results of multiple scenario-based experimental design studies indicated a negative influence of choice set size on the choice process (e.g., choice complexity/difficulty and task difficulty) in the context of tourism-related choices. This research demonstrated the moderating effects of hypothetical and social distances on the choice process. Therefore, it extended the theory of decision-making and provided important practical implications for tourism marketing.