Planning Horizon in International Travel Decision-Making: The Role of Individual and Cultural Determinants
研究国际旅行者规划时间跨度的决定因素，发现个人特征和民族文化（如不确定性规避、个人主义、长期导向）均显著影响规划时间，对旅游服务商有实践启示。
A solid understanding of when travel decisions are made in relation to travelers’ planning horizons is crucial for travel service providers. Despite its importance, there are very few empirical studies investigating the planning horizon and its antecedents in travel research literature. This study contributes to bridging this gap by conceptualizing a two-level model of antecedents of travelers’ planning horizons. In addition to individual traveler- and trip-related aspects, the model provides a cross-cultural perspective on international travelers’ planning horizons by including uncertainty avoidance, individualism, and long-term orientation as cultural-level antecedents. Drawing on a nested dataset of 4,074 international travelers from 17 countries worldwide, the results of a two-level hierarchical regression model show that, in addition to individual-level aspects, cultural antecedents play an important role in determining planning horizons. Based on the empirical results, the paper discusses implications for theory and travel service providers.