Abstract
ABSTRACT Despite the importance of travel experience sharing for tourists and marketers, whether and how different types of such sharing influence online viewers’ travel intentions are unclear. Drawing on construal level theory, this research found that the match (vs. mismatch) between travel experience sharing type and tourism activity type induced stronger travel intention. Results further revealed two mediating paths (cognitive fluency and pleasure) behind this matching effect. Additionally, this research identified an additive positive effect evoked by the construal fit between travel experience sharing type and tourism activity type and that between travel experience sharing type and temporal distance.
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