Travel inspiration in tourist decision making

Searching for inspiration, or travel ideas, is part of the dreaming phase, positioned at the start of the travel process. Yet the ontological and epistemological understanding of inspiration in travel is still in infancy. Based on the inspiration literature in psychology and marketing, this study conceptualizes travel inspiration as a moti-vational state that drives a prospective tourist to bring newly obtained travel ideas into realization. By explaining the two distinct states, inspired-by and inspired-to, this note further proposes that inspiration can provide a potential shortcut in tourist decision making. The destination choice scenario is used to illustrate the shortcut. Travel inspiration can help researchers explore the neglected dreaming phase and irrational aspects of tourists' decision making. Tourism marketers can inspire prospective tourists by serendipitously suggesting lesser-known attractions and novel experiences, thereby allowing for a seamless experience from inspiration to booking.