Cityscapes or Scenic Escapes? Exploring the Differential Impact of Urban Versus Nature Visuals in Tourism Marketing

Urban and nature visuals are ubiquitous in tourism marketing. Although most research documents a “nature-superiority” pattern, the influence of urban imagery on marketing effectiveness remains underexplored. We propose that, relative to nature, urban visuals increase preference for high-construal messages by heightening the need for eudaimonic well-being—a need left unmet under urban exposure. Across five studies manipulating destination visuals (urban vs. nature) and message construal, we consistently find evidence for this effect. These findings refine the nature–urban dichotomy and extend Construal Level Theory beyond its traditional emphasis on psychological distance. Practically, they offer actionable guidance for optimizing the use of urban and nature visuals in tourism campaigns.