Abstract
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.
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