Beyond Desynchronization: The Impact of Social Jetlag on Tourists’ Venturesomeness

The fast-paced life has caused a large number of people to experience social jetlag, which occurs when social schedules deviate from individual biological rhythms. By introducing the Conservation of Resources (COR) theory, this study explores the impact of social jetlag on travel consumption behavior, specifically focusing on its influence on venturesomeness, and examines the mediating role of emotional exhaustion. Through a one-group pre-post quasi-experimental study ( n = 83) and an online procedural experiment ( n = 410), we validated that individuals experiencing greater social jetlag exhibit lower levels of venturesomeness, and we revealed the mediating role of emotional exhaustion in this relationship. This research contributes to tourism decision-making literature by incorporating a psychoneurobiochemical factor social jetlag, extending the COR framework by uncovering the mechanisms through which emotional exhaustion affects travel consumption preferences. Moreover, it offers actionable insights for consumer segmentation, precise marketing strategies, and recommendations to support individual tourism activities.