Temporal Orientation and Tourism: It’s about Time
Marsha D. Loda

Because of the importance of tourism revenue to economies, and the marketing dollars expended by governments through Destination Marketing Organizations (DMOs), this paper summarizes the recent findings related to temporal orientation and marketing. Present and future orientations are seen as representing stable, clear individual differences that impact information processing, attitudes and behavior. This paper suggests how this construct may be useful to the tourism industry and perhaps to other business categories as well. In summary, the purpose of this study is to understand temporal orientation, its impact on consumer behavior to broadly conceptualize whether it has relevance as a marketing concept for business. Ideas for future research are also included.

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