Together alone: complex tourism decisions in couples and random groups

Abstract

We conducted experiments to examine how couples handle ill-structured decisions compared to individuals and random groups, and how time pressure affects couples’ performance. The samples included 74 couples and 16 random groups. The results demonstrated that couples performed better than the partners did individually and were able to reach the potential of the two individuals. Random groups of two did not demonstrate the same improvement in problem-solving. When under time pressure, couples were unable to reach a better solution than the average of their two individual solutions. The study gives an insight into how different customer groups make decisions,contributing to adventure tourism and extreme tourism businesses in terms of implications for tourists’ activity planning and safety.

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