Antecedents to Tourist Intentions Driven by Data Assisted Decision-Making Style

Creating a conscious virtual space for delivering a fascinating experience to the consumer is an important determinant for destination positioning. Consumer’s navigating behaviour in the digital market space creates a flow which evokes impulsive buying behaviour in consumers at times. The flow creates ‘moments that matter’ in the decision-making process. The purpose of this study is to understand the antecedents to intentions in the pre-trip planning phase by addressing the following objectives: 1. To explore the digital destination image attributes that draw the attention and interest of the tourists. 2. To investigate the relationship between decision-making style and digital destination image attributes. 3. To study the intersection of impulsiveness on the relationship between digital destination image attraction and decision-making style. Analysis reveals that the phenomenon is highly statistically significant i.e., one-unit change in decision-making style leads to 3.29 times change in response to data generated stimulus. There is no effect of impulsiveness on the relationship between decision-making style and destination image attributes for attraction