How do salient temporal landmarks affect visit intention? The mediating roles of positive fantasy and perceived deservingness and the moderating roles of attribute framing and goal framing

This study focuses on the effect of salient temporal landmarks on potential tourists' visit intention in tourism marketing. Our study confirms the mediating roles of positive fantasy and perceived deservingness through both affective and cognitive processing pathways grounded in the elaboration likelihood model, thereby enriching the explanatory mechanisms of how salient temporal landmarks influence potential tourists' visit intention. The study provides important theoretical evidence on how attribute framing (hedonic vs. utilitarian) and goal framing (gain vs. loss) affect the salient temporal landmark effects. These findings provide theoretical insights and practical implications on how to utilize salient temporal landmarks in tourism marketing better to attract tourists.