Challenging or relaxing? the effect of temporal landmark on advertising preferences in tourist destinations

Destination advertising as an important way to attract tourists' attention has attracted a lot of attention from both academia and industry. This research explores the effect of temporal landmark on tourism advertising preferences uses the start and end time nodes as a breakthrough. Based on Self-efficacy theory and Self-control theory, this research conducts four scenario experiments to explores the internal mechanism and boundary condition of temporal landmark influence tourists' destination advertising choice preferences. The results indicate that there is a matching effect between temporal landmark and tourism advertising, in which tourists are more willing to choose challenging tourism activities under the start temporal landmark, and tourists are better at choosing relaxing tourism activities under the end temporal landmark, with self-efficacy perception and self-control failures playing parallel mediating roles in this matching effect. Furthermore, the matching effect of temporal landmark and tourism advertising is moderated by the perceived busyness. The research conclusions provide a theoretical basis for destination advertisement promotion on the one hand, and targeted marketing strategies for destination event promotion on the other.