The Interplay of Travelers’ Psychological Distance, Language Abstraction, and Message Appeal Type in Social Media Advertising

Effectiveness of destination advertising to potential tourists has been enhanced with the use of personalized orientation. After an online search for information about a destination, individuals are exposed to advertisements related to the destination on their social media newsfeed. However, further understanding is warranted in terms of how these destination messages should be crafted. Thus, our research aims to uncover how destination advertising design, message appeal type, and language abstraction level interact with a message recipient’s psychological distance to his or her trip to influence consumer response to the advertising. Based on construal level theory, we conducted a scenario-based experiment, using manipulated messages and psychological distance state to assess message effectiveness. The findings show that the type of message design respondents favor can vary either by perceived temporal distance to their travel plans or spatial distance to the travel destination.