The influence of choice and elimination attributes on the process of tourist evoked set formation

Consumer decision processes as applied to the purchase of retail products have long been the object of research relating to consumer behavior. Few attempts have been made to apply constructs and methodology applicable to retail goods to the tourism industry. The present research represents an attempt to examine a line of inquiry in consumer goods consumer behavior and its applicability to tourist's purchase decisions.;The purpose of the study was to examine comparability of "aware set," "evoked set" and "inept set" size and limits with previous related studies and to determine if a two-step elimination-choice process could be identified in travel destination purchase decisions. A single stage field study design using a purposive sample of resort registrants, for a minimum of two nights and pleasure, provided a total of 187 usable instruments. The questionnaire was designed to extract set size, attribute importance in "evoked set" and "inept set" formation, respondent demographics and repeat visitation patterns. Seven-point Likert-type scales with weak influence/strong influence end points provided the basis for examining 15 attributes identified in the literature as travel motivators. Randomly ordered attributes were stated positively and negatively to strengthen results.;Study results supported "aware set" size and limits identified by previous related travel research, but "evoked set" and "inept set" sizes were smaller, reflecting high return visitation patterns of the respondents. Salient attributes were selected based on means meeting or exceeding scale midpoints. Eleven of fifteen choice or evoked set formation attributes and two elimination or inept set forming attributes were deemed salient. Results from the number of respondents indicating an inept set (N = 56) prompted descriptive analysis of the establishment of the two-step decision process. Principal components analysis (PCA) using orthogonal varimax rotation was used to extract three factors explaining underlying dimensionality of evoked set formation.;Descriptive results supported a two-step decision process in evoked set formation. Factors extracted through PCA suggested novelty, familiarity and companionship seeking as underlying determinants of evoked set formation of the purposive sample. The study provides the basis for improved market analysis and strategy development and for future research.