Abstract
Evidence is presented on the concurrent validity of three individual-level measures of consumer decision-making variables. The results of a small-scale empirical study support the hypotheses that first-destination awareness (measured using unaided awareness), preference (measured using a constant-sum scale), and choice (measured using conjoint analysis) are related positively. Support of the hypotheses indicates that vacation travelers can be segmented meaningfully by consumer decision-making variables. Travel and tour ism marketing strategistsfor specific state, province, city, and local destinations may want to consider doing annual tracking studies using unaided awareness, constant-sum prefer ence, and conjoint analysis measures.