Rational Choice

Rational choice theory, an essential theory in social sciences, interprets individuals as actors who perform cost–benefit analysis to maximize utility in a decision-making process. Based on economic models and neoclassical economics, the theory proposes that individuals make rational decisions by assessing available choices and selecting the one that provides the most significant benefit. Its application spans various fields, such as psychology, sociology, anthropology, criminology, and political science. In the field of tourism, rational choice theory aids in comprehending consumer and employee behaviors. Researchers have employed this theory to investigate tourists’ online travel purchases, therapeutic activity choices of spa consumers, and theme park visitor movement. The theory has also been used to explain individuals’ leisure behavior and hotel employees’ brand-love behaviors. Despite critiques of its assumptions and empirical power, the rational choice theory still provides valuable standpoints from which to evaluate the decision-making processes in tourism and hospitality.