旅遊廣告應如何設計，才能產生較佳的廣告效果？始終是一個備受矚目的議題。本研究藉由解釋水平理論，檢視旅遊網頁行程中圖文配置比例的效果，是否受到該行程的出發日期（即與出發日的時間距離）、目的地（即與旅遊地點的空間距離）所影響。實驗結果發現：時間距離和空間距離之間具有「劣可加性」的互動關係，當預期出發日屬於遠期未來「或」預期要去較遠的地點旅遊時，旅遊網頁行程以「文多圖少」的配置方式，可使消費者較喜歡該旅遊行程、旅行社，且有較高的行程購買意願；反之，當預期出發日屬於近期未來「且」預期要去較近的地點旅遊時，則以「圖多文少」的配置方式，可產生較佳的廣告效果。

Designing a good travel advertisement to attract and persuade consumers is an important issue in today’s keenly competitive tourism industry. On the basis of construal-level theory, this paper focuses on picture/text ratio of website advertising promoting group package tours and explores whether any match effects exist between the picture/text ratio and consumers’ anticipated date of departure for the tour (i.e., temporal distance from the departure date) or between the picture/text ratio and consumers’ anticipated tour destination (i.e., spatial distance from the destination) on consumers’ attitudes toward the tour ad, the travel agency, and their intentions to purchase the tour package. In addition, this paper explores the interaction between temporal and spatial distance, analyzing the combined effect of the two on consumers’ construal level and their method of moderating the effects of picture/text ratio on attitudinal responses. The authors conducted an experiment using samples comprising graduates and undergraduates. The results indicate that the interaction between temporal and spatial distance is subadditive. When the departure date for the tour is temporally distant (i.e., far away from the current date) or when the tour destination is spatially distant (i.e., far away from consumers’ current location), a web page layout having “more words and fewer pictures” can generate more favorable attitudes toward the advertisement as well as the travel agency, and can play a major role in influencing consumers to purchase the tour package. In contrast, when the departure date is temporally imminent and the tour destination is spatially near, a layout comprising “more pictures and fewer words” generates better ad effects. The implications of these findings and those of others are discussed.