Beyond choice architecture: toward understanding the role of the decoy effect in sustainable tourism recommender systems

Abstract The increasing strain of overtourism on popular destinations calls for data-driven strategies that can subtly influence tourist behavior without limiting freedom of choice. This study investigates the use of digital nudges, particularly the decoy effect, within recommender systems to guide visitor flows spatially or temporally. Through a series of focus group-based experiments, this study examines how introducing asymmetrically dominated options can alter destination preferences. The results suggest that spatial steering benefits more consistently from decoy-based interventions than temporal steering. Furthermore, the findings reveal that while nudging has a measurable impact, individual factors and personal preferences play a substantial role in shaping decisions. The study underscores the value of behaviorally informed recommender systems as tools for promoting sustainable tourism by facilitating more balanced visitor flows. It concludes with a call for further development of adaptive, user-aware digital strategies to address the multifaceted nature of tourist decision-making.