Worth the Wait? The Effect of Comparative Framing on Tourists’ Waiting Intention

Queuing is almost inevitable in tourist service experiences, but most tourists are reluctant to wait. Drawing on prospect theory, this study examined how comparative framing influences tourists' waiting intention. Across three scenario-based experiments, the research found that, compared with non-comparative framing, comparative framing can effectively enhance tourists' waiting intention. Perceived waiting costs play a mediating role in the impact of the comparative framing on waiting intention. Additionally, the queuing settings play a moderating role, and the mediating effect is stronger in physical queues than in virtual queues. This research shifts the analytical focus from objective waiting time to the framing of waiting-time information, reveals a psychological cost assessment mechanism based on reference points, and enriches the theoretical explanation of tourists' immediate decision-making in tourism services. It also provides practical references for optimizing service information and queue management during peak hours.