Abstract
Drawing on construal level theory, this study aims to examine the effects of construal level (high vs. low) and benefit type (self-benefit vs. other-benefit) on tourists’ purchase intention regarding main (package tour) and supporting (homestay) rural tourism products. Utilizing a mixed between-/within-group methodology with a 2 × 2 scenario-based experimental design, the analysis of 352 survey responses revealed that a message describing self-benefit with low construal outperformed other messages in two temporal scenarios (long vs. short distance). These results enrich our understanding of rural tourism promotion, laying theoretical foundations for future studies and providing practical implications for the tourism industry.
| Original language | English |
|---|---|
| Pages (from-to) | 609-622 |
| Number of pages | 14 |
| Journal | Journal of Travel and Tourism Marketing |
| Volume | 39 |
| Issue number | 7-9 |
| DOIs | |
| Publication status | Published - Dec 2022 |
Keywords
- construal level theory
- main tourism product
- message framing
- Rural tourism
- supporting tourism product
- tourism product promotion
ASJC Scopus subject areas
- Tourism, Leisure and Hospitality Management
- Marketing