Beritelli, PietroPietroBeritelliReinhold, StephanStephanReinholdLuo, JieqingJieqingLuo2023-04-132023-04-132017-12-27https://www.alexandria.unisg.ch/handle/20.500.14171/10168810.1177/0047287517746017Travel decision research still struggles to explain a large portion of the variance in travel choices. We argue that advances in this domain must originate from a shift in the kinds of questions we ask travelers to understand what triggers their decisions. The proposed shift from “Why did you . . . ?” to “How come . . . ?” changes the emphasis from retrospective sense giving to a contextual understanding of travel choice, focusing in particular on the constellations that produce actual travel behavior. This shift opens research avenues of a new theoretical and methodological nature and has fundamental implications for consumer research as well as destination marketing practices.entravel decisiondecision contextdecision heuristics“how come?”social embeddednessjournal article