The interaction effect of time metaphors and destination-related user-generated content appeal on visit intention: A construal-level perspective

This study aims to explore the interaction effect of time metaphors and destination-related user-generated content (UGC) appeal on visit intention based on construal-level theory. The interaction effect was investigated in three scenario-based experiments. When representing the passage of time, people typically use one of the two time metaphors: the 'ego-moving' metaphor, where the 'self' moves away from the present toward an event in the future, or the 'event-moving' metaphor, where an event moves from the future and approaches the present self. This research has taken a construal-level perspective, suggesting that through the use of differing message appeals, time metaphors can influence the persuasiveness of UGC. The results of three studies suggest that combining an ego-moving (versus event-moving) metaphor with rational (versus emotional) UGC can elevate a person's visit intention and different levels of construal induced by time metaphors act as mediators. Theoretical and managerial implications are also discussed.