Choice Overload in Tourism: Moderating Roles of Hypothetical and Social Distance

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.