The Department of Management and Marketing is pleased to announce that our PhD student of marketing, Ms. Jing Hu (胡婧女士), has published an article entitled “Seize the time! How perceived busyness influences tourists’ preferences for destination advertising messages” in the Journal of Travel Research (ABS4). She is currently under the supervision of Prof. Kao Si in the department and her research interests lie in time perception and consumer behavior.
This study examines the impact of perceived busyness on the effectiveness of destination advertising based on construal level theory. Results from four experiments indicate that low- (vs. high-) construal tourism destination advertisement is more effective for tourists with higher (vs. lower) busyness perception. This relationship is mediated by the need for time efficiency and benefit focus (serial mediation) and is strengthened when tourists have high achievement motivates. The study enriches tourism research and has practical ramifications for destination marketing organizations in that it can enhance their understanding of tourists’ decision-making process with perceived busyness as an internal factor and thus help promote their destinations.
