Booking on-line or not: A decision rule approach

A. R. Golmohammadi, B. Jahandideh, K. D. O'Gormanc

Research output: Contribution to journalArticlepeer-review

18 Citations (Scopus)


Internet technology has become a prominent distribution channel in the tourism industry. Any insight into decision making behavior in the online environment could be critical to business success. We explore the behavior of Iranian tourists in the online environment to specify how different factors affect tourists' decision to use online hotel booking websites. We use a Dominance-based rough set (DRS) in order to model tourists' choice. Besides the novelty of the model being used, this paper is one of the first to explore Iranian tourists' on-line behavior and it also deepens our general understanding of on-line decision making.
Original languageEnglish
Pages (from-to)85-88
JournalTourism Management Perspectives
Publication statusPublished - 2012
Externally publishedYes


  • Dominance-based rough set
  • Online booking
  • Choice modeling
  • Iran


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