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.

中文翻译：

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显着的时间地标如何影响访问意图？积极幻想和感知应有的中介作用以及属性框架和目标框架的调节作用

本研究重点研究旅游营销中显着时间地标对潜在游客访问意向的影响。我们的研究通过基于精细化可能性模型的情感和认知处理途径，证实了积极幻想和感知应得性的中介作用，从而丰富了显着时间地标如何影响潜在游客访问意图的解释机制。该研究为属性框架（享乐与功利）和目标框架（增益与损失）如何影响显着的时间里程碑效应提供了重要的理论证据。这些发现为如何更好地利用旅游营销中的显着时间地标来吸引游客提供了理论见解和实践意义。