The SOMOAR operationalization: a holistic concept to travel decision modelling
ISSN: 1660-5373
Article publication date: 26 April 2019
Issue publication date: 19 June 2019
Abstract
Purpose
Most state-of-the-art approaches for the analysis of the process of travel decision-making follow Woodworth’s neo-behaviouristic S–R (stimulus–response) or S–O–R (stimulus–organism–response) model. However, within this model, scholars primarily focus on the S–R relationship, investigating specific decisions by describing or explaining an outcome as the result of an input of several stimuli. There is a lack of investigation into the “O” dimension of the S–O–R model. This paper aims to contribute towards closing of this gap by conceptually and holistically expanding existing models with new perspectives and components.
Design/methodology/approach
The authors base the conceptual process on a subjective/interpretative research paradigm, by combining outcomes from different theories and concepts into a new, more holistic approach; and challenging this approach by seeking counterarguments as well as supportive arguments at three conferences and workshops.
Findings
The paper expands the body of literature by positing a generic conceptual operationalization model focusing on the organism (“O”) domain of decision-making. To achieve this, and further to operationalize the S–O–R model, the paper proposes to integrate an M–O–A (motivation–opportunity–ability) approach.
Originality/value
The analysis of the body literature reveals that there is still a lack of analytical and especially workable models/approaches for the analysis of the process of tourist decision-making. The paper contributes to that discussion by offering an alternative and generic operationalization of the tourist decision-making process by inducing a theoretical framework from the deductions gleaned from a number of existing theories.
Keywords
Citation
Laesser, C., Luo, J. and Beritelli, P. (2019), "The SOMOAR operationalization: a holistic concept to travel decision modelling", Tourism Review, Vol. 74 No. 3, pp. 613-631. https://doi.org/10.1108/TR-06-2018-0069
Publisher
:Emerald Publishing Limited
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