Temporal landmark effects in travel decision

Temporal landmarks have been extensively studied in the fields of psychology and consumer behavior but seem to have been neglected in the field of tourism. Based on the belief-desire-intention model, we constructed an integrated model of how temporal landmarks influence behavioral intention through positive fantasy. This study confirmed the effect of temporal landmarks on hedonic and travel intention and found differences in the effect of public and personal temporal landmarks. We examined the moderating effect of temporal distance by using construal level theory. The study also investigated the effect of temporal landmarks on choice behavior through a discrete choice experiment. Our findings provided marketers with management insights on how to use temporal landmarks.