Abstract
Purpose: This study aims to assess how airline companies can frame their message strategies given the effects of the COVID-19 pandemic. Design/methodology/approach: Message forms used in empirical tests included message framings, regulatory focuses and benefit types. A total of 450 participants were recruited through an online survey. Findings: Promotion-focused behavioral intention was more effective when personal economic benefit was negatively framed. However, prevention-focused behavioral intention was more effective where social benefit was positively framed. The results were moderated by personal traits such as the level of perceived COVID-19 threat. Originality/value: The findings of this study can help create new communication strategies during risky or critical situations.
Original language | English |
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Pages (from-to) | 1452-1465 |
Number of pages | 14 |
Journal | Tourism Review |
Volume | 78 |
Issue number | 6 |
DOIs | |
State | Published - 21 Nov 2023 |
Bibliographical note
Publisher Copyright:© 2023, Emerald Publishing Limited.
Keywords
- Airline promotion
- COVID-19
- Crisis
- Framing
- Message
- Message framing
- Prevention focus
- Promotion focus
- Regulatory
- Regulatory focus
- Risk