Cyclical or linear? Matching strategies of temporal perspective and anthropomorphic language in shaping heritage preservation commitment
研究文化遗产解说中时间视角（循环vs线性）与拟人化语言（高vs低）如何交互影响游客的文化保护承诺，发现低拟人化时线性视角更有效，高拟人化时循环视角更有效，并检验了敬畏感和有意义体验的中介作用。
Cultural heritage interpretation is an important initiative to encourage tourists to preserve culture, but it has received little scholarly attention. This study investigated how the temporal perspective priming (cyclical vs. linear) and anthropomorphic language (high vs. low) in heritage interpretation interact to shape tourists’ cultural preservation commitment. The findings demonstrate that when low anthropomorphic language is used, activating tourists’ linear temporal perspective through heritage interpretation increases their commitment to cultural preservation. When high anthropomorphic language is used, the cyclical temporal perspective priming increases tourists’ commitment to cultural preservation. The results also indicate the mediating roles of awe and meaningful experience as well as the moderating effect of life history strategy. This research contributes new knowledge to the underexplored area of heritage tourism interpretation, enriches the literature on cultural heritage tourism and provides insights into heritage conservation and sustainable tourism.