Airline communication message strategies during crisis

Seongseop (Sam) Kim, Jungkeun Kim, Youngjoon Choi

Research output: Contribution to journalArticlepeer-review

3 Scopus citations


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 languageEnglish
Pages (from-to)1452-1465
Number of pages14
JournalTourism Review
Issue number6
StatePublished - 21 Nov 2023

Bibliographical note

Publisher Copyright:
© 2023, Emerald Publishing Limited.


  • Airline promotion
  • COVID-19
  • Crisis
  • Framing
  • Message
  • Message framing
  • Prevention focus
  • Promotion focus
  • Regulatory
  • Regulatory focus
  • Risk


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