An Integrated Duality Theory Framework (IDTF): Marking Pathways for Consumer Decision-Making Researchers in the Hospitality and Tourism Industry

Purpose – This paper critically reviews the underlying assumptions and theoretical conceptualizations of duality theories in general. In particular, the paper seeks to augment McCabe et al.’s (2016) reconceptualization of consumer decision making in tourism. Additionally, the paper offers an integrated duality theory model.
Design/methodology/approach – A critical discussion of the basic assumptions, recent advances, and constructive criticism of duality theories found in the extant literature prefaces a detailed account of McCabe’s et al. (2016) new general tourist choice model. The author enriches and expands the conceptualization of this model and offers an advanced dual-process theoretical framework for decision making with a broader range of variables, greater versatility, and suggestions for future research.
Findings – Findings indicate mental processes with broader external inputs (stimuli) with possible outputs (decisions/behaviors) warrant inclusion and expansion in a fulsome dual-systems model of tourist decision making.
Research limitations/implications – This research study adds to the literature of duality theories in consumer decision-making. While factors, contexts, personal preferences, and other dimensions in the tourism industry are and will continue to be fluid over time, this study offers an integrated decision-making framework which provides clear linkages that mark pathways for new developments, future research, and practitioner applications.
Originality/value – The Integrated Duality Theory Framework (IDTF) enables researchers and Destination Management Organizations (DMO) managers to acquire enhanced explanatory and predictive value of tourism decision-making which can lead to offering improved products/services. The model’s emphasis on simultaneous engagement of both heuristic and analytic dual processes reflects fundamental human nature; decision making can be “both/and” as well as “either/or” with heuristic and analytic processes.