Ambiguity and novelty-seeking in tourism

Travel-related decisions are often made under ambiguities. This study investigates the influence of ambiguity attitudes, age and travelling experience on the preference of novelty-seeking in tourism. An online survey was conducted to collect the data of the research. Results demonstrate that the ambiguity aversion measured in an Ellsberg urn-like experiment does not affect people’s preference for novelty-seeking. Similar to findings in prior literature, age has a significant negative effect on the level of novelty-seeking. In addition, a positive relationship has been found between long-distance travel experience and novelty-seeking preference.