Through the lenses of construal-level theory and goal-directed behavior theory, this study proposed and tested a conceptual model of tourists’ goal-directed behaviors. The proposed model depicted the impacts of tourism goal disclosure on tourists’ goal-directed behaviors through the mediation of goal commitment. The moderating role of temporal distance was also investigated. Two experimental studies were conducted to test hypotheses. Study 1 revealed that goal disclosure (vs. nondisclosure) on social media would enhance tourists’ commitment to tourism goals, which in turn would elicit more goal-directed behaviors. Study 2 further showed that the findings of study 1 are only applicable to the condition of short temporal distance. However, when it comes to the condition of long temporal distance, there is no significant difference in goal commitment and goal-directed behaviors regardless if the goal is disclosed or not. The findings of this study provided valuable theoretical and managerial implications.

通过建构水平理论和目标导向行为理论的视角，本研究提出并检验了游客目标导向行为的概念模型。提出的模型通过目标承诺的中介描述了旅游目标披露对游客目标导向行为的影响。还研究了时间距离的调节作用。进行了两项实验研究以检验假设。研究1显示，社交媒体上的目标披露（相对于保密）将增强游客对旅游目标的承诺，进而引发更多的目标导向行为。研究2进一步表明，研究1的发现仅适用于短时间距离的情况。但是，当涉及到较长的时间距离时，无论目标披露与否，目标承诺和目标导向的行为都没有显着差异。这项研究的发现提供了宝贵的理论和管理意义。