Abstract
In today’s information-rich environment, travelers face decision fatigue due to excessive choices. This study investigates how the need for cognitive closure (NFCC) influences travelers’ reliance on heuristic cues within online travel agency (OTA) platforms. By segmenting users based on NFCC, the study identifies three distinct consumer clusters: orderly decisive, ambiguous decisive, and anchored cautious. Each group demonstrates varying degrees of heuristic cue usage. The findings highlight how psychological traits shape travel decision-making and offer practical implications for enhancing user experience through personalized marketing strategies tailored to cognitive tendencies.
| Original language | English |
|---|---|
| Pages (from-to) | 1086-1101 |
| Number of pages | 16 |
| Journal | Journal of Travel and Tourism Marketing |
| Volume | 42 |
| Issue number | 8 |
| DOIs | |
| Publication status | Published - 2025 |
Bibliographical note
Publisher Copyright:© 2025 Informa UK Limited, trading as Taylor & Francis Group.
Keywords
- clustering analysis
- decision-making
- heuristic cues
- hotel booking
- market segmentation
- Need for cognitive closure
- online travel agency
- recommendation effectiveness
- review popularity
- user-generated image
Fingerprint
Dive into the research topics of 'Exploring needs for cognitive closure and heuristic cues in online hotel booking clusters'. Together they form a unique fingerprint.Cite this
- APA
- Author
- BIBTEX
- Harvard
- Standard
- RIS
- Vancouver