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Customers' Preference of Convention Destination Attributes: An Application of Temporal Construal Theory
Journal of Tourism Sciences
Abbr :
JTS
2011, 35(1), pp.201-220
Publisher : The Tourism Sciences Society Of Korea
Research Area : Tourism
2011, 35(1), pp.201-220
Publisher : The Tourism Sciences Society Of Korea
Research Area : Tourism
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Based on the temporal construal theory, this study examined if potential customers' preference toward convention attributes(utilitarian and hedonic) changes over temporal distance. Data were collected from 128 people of professional academies, organizations and PCOs in 2009. Results of an experimental design analysis showed that the respondents preferred the utilitarian attribute of a convention for a short distance future occasion(four years) when they evaluated the attributes separately. However, they preferred the hedonic attribute of the product for a long distance future occasion(five month). In contrast, results revealed that the respondents preferred utilitarian attribute of a convention regardless of the temporal distance when they evaluated the attributes jointly. These results showed the reversal of preference on the product attributes by the evaluation mode (separate and join). Several implications and limitations of the study were also discussed.
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