Enhancing perceived usefulness in travel sharing: The role of construal-level congruence in text-image content

Abstract

Based on construal level theory and mental simulation theory, this study explores how the congruence between sharing type, pictorial richness, and tourism activity in travel sharing influences the perceived usefulness of text-image content. The findings from two experiments demonstrate that: aligning relaxing (challenging) tourism activities with feasibility (desirability) sharing significantly enhances perceived usefulness; for relaxing activities, feasibility sharing accompanied by rich pictorial information improves perceived usefulness; in relaxing (challenging) activities, the interaction between feasibility (desirability) sharing and rich (pallid) pictorial information is mediated by process-focused (outcome-focused) simulation. This research not only deepens theoretical understanding of user-generated content marketing but also proposes practical strategies targeted at this area.