隨著經濟及消費力成長的驅使，使得旅遊業及航空產業不受景氣影響，持續擴張成長。新興旅遊地及航點不斷地被開發，航空業者也應思考，在銷售機票時，面對不同的旅遊地應該如何有效地發展行銷策略來吸引不同的目標顧客。根據過去的研究結果發現，熟悉性會影響心理距離，因此本研究欲探討消費者在選擇旅遊地時，是否會因對該旅遊地的熟悉性而影響心理距離，更進一步根據解釋水平理論來探討愉悅利益（可取性問題）與成本利益（可行性問題）之文案內容是否會影響消費者的態度與購買決策。
本研究主張當消費者對旅遊地之熟悉性越高時，心理距離會越近，也會較偏好以成本利益（可行性問題）為主軸之廣告資訊，反之，當消費者對旅遊地越不熟悉時，心理距離則越遠，而會偏好以愉悅利益（可取性問題）為主軸之廣告資訊。本研究採取實驗室實驗法，分別操弄旅遊地之熟悉性與成本利益（可行性問題）及愉悅利益（可取性問題）之機票推廣文案，來衡量受試者對旅遊地之心理距離及對機票貼文之廣告態度及旅遊意圖，研究結果可提供航空業者作為機票文案之策略性建議。
Due to the growth of economic, consumption and quality of life, people pay more expenditure for the entertainment especially in traveling. Emerging destinations have constantly exploited. Airline operators must consider how to develop the effective marketing strategies for different target customers when selling ticket. Based on the past studies, familiarity may provide an important effect on psychological distance. Therefore, this study investigates whether the familiarity of destination might affect psychological distance when customers choosing destinations and also examines whether the tickets of pleasure benefit (desirability) and cost benefit (feasibility) might affect customers' attitudes and purchase intentions basing on construal level theory.
The study claims the familiarity of destination higher, the psychological distance might be closer, and the customers would prefer the advertisement based on cost benefit (feasibility). Otherwise, the familiarity of destination lower, and the customers would prefer the advertisement based on pleasure benefit (desirability). This study takes laboratory experiment, manipulating the familiarity of the destination and the ticket posts, measuring the psychological distance and the ad attitude and travel intention. The result of research provide the suggestion to airline operators.
