Deciding not to choose: Delegation to social surrogates in tourism decisions

This study investigated the phenomenon of tourists delegating decisions to others. An American survey (n = 404) found a key exception to individual decision-making models. Rather than making their own decisions, respondents frequently delegated decisions, including where to go, what to do, and where to eat to others traveling with them (called “social surrogates”). A median of 25 percent of respondents delegated destination choice, and 50 percent delegated dining and activity decisions while traveling. Because individuals may not make all of their decisions, all customers may not be of equal importance to tourism marketers. Some have little to no role in choice (as they defer decisions), while others (social surrogates) may hold great influence over others (by making decisions). Thus, identifying actual decision makers, rather than just considering all tourists, may be necessary to understand tourist consumer behavior. It is proposed delegated decisions are theoretically distinct from individual or group decisions.