Reflections on the relationship between the decision framing and consumer behaviour in tourism

Abstract

The study of consumer behaviour and consumer choices is also essential for understanding tourism processes and developing tourism. Within this topic, the aim of the study is to provide a general theoretical overview of the decision framework and consumer behaviour and to explore their relations in the field of tourism. The study is based on a secondary research method, a literature analysis, and thus attempts to summarise the relevant results of the national and international literature on the relevant topics. The fundamental insight of the work is that the study of decision framework and consumer behaviour can be linked, since the behaviour of potential consumers and thus their decision-making changes depending on different contexts, i.e., framing effects. By outlining the relationship between decision framing and consumer behaviour, we aim to identify research directions that point to how the decision framing can be translated and examined in relation to tourism consumer behaviour.