Abstract

This research examines the impact of two-by-two interactions between three content creation strategy on cloud tourists' evaluation of vicarious tourism experience. Results indicated that the content creation strategies of out-group identity or third-perspective, out-group or objectifying-information, and third-perspective or objectifying-information will make cloud tourists pay more attention to high construal-level features. Conversely, cloud tourists focus on low construal-level traits while employing in-group identity and first-perspective, in-group identity and personalizing-information, and first-perspective and personalizing information strategies. In addition to having substantial theoretical implications, our findings provide novel insights regarding ways for practitioners to maximize their strengths while hide the weaknesses.