This research investigates how travel goal activates judgmental heuristics when choosing a travel package. Family travelers must consider the complex needs of all family members, whereas couples face simpler demands. Since motivations vary according to traveling companions, the decision-making processes are different by the travel goal. Pricing is a determinant of decisions for travel packages bundled with add-on items. When the decision process requires less mental effort, the availability heuristic operates when filtering products by travel goal, and the representativeness heuristic works when seeking consistency between add-on items and the travel goal. Dual processing theories suggest that goal influences the motivation to process information systematically or automatically when making choices. An experiment was conducted to examine how the decision-making process differs as a function of travel goal, price bundling, and the consistency between the travel goal and add-on item. The findings suggest that judgmental heuristics influence travel purchase decision when motivation to process information is low. Specifically, the current research supports the proposition that automatic processing influences couples’ travel decisions while systematic processing works for family travel decisions. The research suggests the use of an effective segmentation for vacation packages in the online purchase environment and highlights the importance of a travel goal in decision-making.

中文翻译：

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家庭与夫妇：旅行目标如何影响捆绑旅行套餐的评估

这项研究调查了旅行目标如何在选择旅行套餐时激活判断启发式方法。家庭旅行者必须考虑到所有家庭成员的复杂需求，而夫妻则面临着更简单的需求。由于动机随旅行同伴而异，因此决策过程因旅行目标而异。定价是与附加项目捆绑在一起的旅行套餐的决定因素。当决策过程需要较少的精力时，可用性启发法在按旅行目标过滤产品时起作用，而代表性启发式在寻找附加项目和旅行目标之间的一致性时起作用。双重处理理论表明，目标会影响做出选择时系统或自动处理信息的动机。进行了一项实验，以检验决策过程如何随旅行目标，价格捆绑以及旅行目标和附加项目之间的一致性而变化。研究结果表明，当处理信息的动机很低时，判断启发法会影响旅行购买决策。具体而言，当前的研究支持以下论点：自动处理会影响夫妇的旅行决定，而系统处理会处理家庭旅行决定。该研究建议在在线购买环境中对度假套餐使用有效的细分，并强调旅行目标在决策中的重要性。研究结果表明，当处理信息的动机很低时，判断启发法会影响旅行购买决策。具体而言，当前的研究支持以下论点：自动处理会影响夫妇的旅行决定，而系统处理会处理家庭旅行决定。该研究建议在在线购买环境中对度假套餐使用有效的细分，并强调旅行目标在决策中的重要性。研究结果表明，当处理信息的动机很低时，判断启发法会影响旅行购买决策。具体而言，当前的研究支持以下论点：自动处理会影响夫妇的旅行决定，而系统处理会处理家庭旅行决定。该研究建议在在线购买环境中对度假套餐使用有效的细分，并强调旅行目标在决策中的重要性。