Tourist coping strategies and vulnerability to digital deception along the customer journey: how tourists react

This study aims to examine the coping strategies employed by tourists in response to digital deception, taking into account vulnerability factors and the stage of the tourist experience. Using data from 452 participants, cluster analysis and discriminant function analysis were applied to assess the stability of the cluster solution. Three distinct tourist clusters were identified: ‘Pragmatists’, ‘Cautious’ and ‘Defenseless’. ‘Pragmatists’ adopt a wide range of coping strategies throughout the entire tourist journey, whereas ‘Cautious’ tourists prioritise seeking additional information online during all stages of their experience. Conversely, ‘Defenseless’ tourists take minimal defensive action before, during, and after the purchase. This research emphasises the importance of understanding tourist coping strategies throughout the entire customer journey, not just in post-visit reactions. These findings provide crucial insights for online travel agencies and hospitality and tourism firms, helping them to enhance the user experience and mitigate risks associated with digital deception.