Choosing culture or nature: How temporal landmarks affect tourism destination preferences

Start and end temporal landmarks are powerful in altering individual perceptions and behavior. However, there has been little research on how temporal landmarks affect tourists' choice of destination. This paper draws on conservation of resources theory in analyzing how temporal landmarks influence tourists' choice of cultural vs. natural destinations. In four studies based on secondary data analyses and experiments, using different operationalizations of temporal landmarks and tourism destinations, and recruiting samples from distinct cultural backgrounds, we show that end temporal landmarks deplete tourists' perceived psychological resources and increase their preference for natural over cultural destinations. However, this effect is mitigated when a tourist has a circular time perspective. This paper contributes to the theoretical literature about temporal landmarks and destination decision-making by showing the effect of temporal landmarks on tourists’ destination preferences. It also provides useful insights for tourism marketers aiming to advertise cultural or natural destinations at the beginning or end of a period.