Influence of time metaphor and destination image proximity on tourist responses

Abstract

Travelers may use two common time metaphors to describe their upcoming vacations. The first is the time-moving metaphor, expressed as “the vacation is approaching us,” and the second is the ego-moving metaphor, conveyed through “we are approaching the vacation.” Drawing from construal level theory, this research establishes that the choice of time metaphor can impact the attractiveness of destination images. Three scenario-based experimental studies suggest that using a time-moving (ego-moving) metaphor along with a “close-up” (“long-shot”) destination image generates more positive tourist response. Processing fluency, which reflects the ease of information processing, has been identified as an explanatory mechanism for the generation of these effects. Practical implications of these findings are also discussed.