Optimizing promotion effectiveness through timing: Leveraging promotion types aligned with temporal landmarks

Abstract

Timing is powerful in the effectiveness of promotion. This study draws on the dual processing theory to analyze how promotion types influence tourists' visit intentions to a destination from the perspective of temporal landmarks using eye tracking, a field study, and online experiments. Results suggest that matching price discount promotions with start temporal landmarks and freebie promotions with end temporal landmarks can elicit stronger visit intentions. This congruity effect is driven by cognitive and affective values. This study contributes to the research on promotion types and temporal landmarks by demonstrating their interactive effects on tourists’ visit intentions. It also offers valuable insights for tourism marketers to optimize promotional effectiveness through timing.