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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.<\/jats:p>","DOI":"10.1007\/s40558-025-00347-x","type":"journal-article","created":{"date-parts":[[2025,12,6]],"date-time":"2025-12-06T14:23:37Z","timestamp":1765031017000},"update-policy":"https:\/\/doi.org\/10.1007\/springer_crossmark_policy","source":"Crossref","is-referenced-by-count":0,"title":["Beyond choice architecture: toward understanding the role of the decoy effect in sustainable tourism recommender systems"],"prefix":"10.1007","volume":"28","author":[{"given":"Diana","family":"Chvirova","sequence":"first","affiliation":[]},{"given":"Robert","family":"Keller","sequence":"additional","affiliation":[]},{"given":"Lotta","family":"St\u00f6be","sequence":"additional","affiliation":[]},{"given":"Linda","family":"Wolf","sequence":"additional","affiliation":[]}],"member":"297","published-online":{"date-parts":[[2025,12,6]]},"reference":[{"issue":"5","key":"347_CR1","doi-asserted-by":"publisher","first-page":"896","DOI":"10.1109\/TKDE.2011.15","volume":"24","author":"G Adomavicius","year":"2012","unstructured":"Adomavicius G, Kwon Y (2012) Improving aggregate recommendation diversity using Ranking-Based techniques. 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