This research examined whether the (in)congruence between the geographical distance between the viewer and the destination, and the dynamic distance experienced via zoomin and zoom-out affects the recommendation likelihood of the travel destination. Specifically, when the viewer’s motivation is utilitarian (e.g., travelling for work), we expect the congruence effect (H1): a higher recommendation likelihood when the geographic distance is congruent with the dynamic distance; that is, the viewer is more likely to recommend the travel destination when the destination is geographically far away from (close to) with a zoom-out (zoom-in) view. By contrast, when the viewer’s motivation is hedonic (e.g., travelling for fun), we expect the incongruence effect (H2): a higher recommendation likelihood when the geographic distance is incongruent with the dynamic distance; that is, the viewer is more likely to recommend the travel destination when the destination is geographically far away from (close to) with a zoom-in (zoomout) view. We test these ideas in an experimental study.

• Kacy Kim(Bryant University, USA)
• Qian Xu(Elon University, USA)
• Sukki Yoon(Bryant University USA)