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This research aims to investigate the impact of missing visual information on tourists’ decision-making processes and visit intention. Drawing on perception completion law and signaling theory, the study hypothesized that tourists might use visual information to infer about a destination, even if the information is incomplete or ambiguous.

To assess the impact of missing visual information, the authors asked a group of 392 participants who had no prior familiarity with a specific garden museum to envision the interior environment of the museum garden and provide feedback on their emotional responses and aesthetic evaluations. To aid in their imagination, they were presented with a video showcasing the surrounding landscape and exterior of the museum.

The study found that participants could anticipate their overall experience of the location by inferring the resemblance of unseen areas to the images they had viewed, even without prior exposure or information. This study provides valuable insights into the cognitive processes underlying tourism decision-making and advances our understanding of how people form expectations of new and unfamiliar places.

The originality of this research relies on the mediating role of missing aesthetics and emotion on the relationship between available aesthetics and visit intention using a structural model. This study highlights the significant role of visual information in influencing tourist decision-making, even with incomplete or ambiguous data.