The Effect of Temporal and Spatial Distance of Tourism Product on Product Choice and Choice Satisfaction: An Application of Construal Level Theory

The purpose of this study is to investigate the decision-making process for the purchase of tourism product in different choice situations with different temporal and spatial distances. Unlike ordinary retail product, tourism products are separated in temporal and spatial distance between purchase and experiencing product, so that those can have an important influence on product purchase decisions. Despite its importance, the psychological distance of tourism consumers about temporal and spatial distance has not received much attention among researches in tourism discipline. Based on construal level theory, this study examined whether psychological distance (temporal and spatial) influences potential travelers' making-choice and choice satisfaction. Using a scenario method, respondents were randomly assigned to one of four different scenarios (2 temporal distance × 2 spatial distance). The results of this study showed that potential travelers made different purchase choice decision depending on the temporal and spatial distance. To be specific, potential travelers increased the likelihood of making choice product that are close temporal and far spatial distance, and they were more satisfied with their decision-making in far psychological distance (temporal and spatial distance) of choice situation. This study also demonstrated that participants who made 'no-choice' in far temporal distance perceived a lower satisfaction with their decision than those who made a 'choice' preferred product. Results from this study showed that temporal and spatial distance can have an important influence on the purchase choice and their decision satisfaction. Based on these results, implications related to the psychology of choice of tourism consumers and the future research directions are provided.