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Additional Evidence on the Limited Size of Evoked and Inept Sets of Travel Destinations

This article reports consumer behavior literature pertaining to the absolute size of evoked sets; the concept is broadened to inept and inert sets within the awareness sets perceived by potential buyers. The concept is further broadened from products to nonproduct classes. The paper describes a study of travel destination choice behavior undertaken among a sample of visitors to Tennessee, comparing those results with a similar study of visitors in South Carolina reported earlier in this journal. Suggestions for further research arise from these efforts.