Tourist socialization process in tourism activity decision-making: The moderation of scarcity appeals

Tourist socialization process suggest that family and friends shape tourist 's cognition, and in turn their behaviors. A conceptual model is developed that investigates tourists ' perceived risk as an underlying mechanism between tourism activity type, travel companion type and purchase decisions to illustrate tourist socialization process in tourism activity decision -making. This study further investigates the potential moderation of scarcity appeals on tourist socialization process. A questionnaire survey and three situational experiments were conducted to test hypothesized relationships. Findings indicate that when accompanied by friends (vs. family), tourists have higher purchase intentions toward challenging tourism activities; when accompanied by family (vs. friends), tourists have higher purchase intentions toward relaxing tourism activities. Additionally, tourist 's perceived risk mediates the socialization process in tourism activity decision -making, but this effect is attenuated in demand -framed (vs. supply -framed) scarcity appeals.