Kim, Seongseop (Sam), Kim, Jungkeun, Choi, Youngjun, Shin, Jongwon and Morrison, Alastair ORCID: 0000-0002-0754-1083 (2022) Can communication messages affect promotion of international air travel in preparation for the post COVID-19 pandemic era? Journal of Hospitality and Tourism Management, 51. pp. 252-267. ISSN 1447-6770 (Print), 1839-5260 (Online) (doi:https://doi.org/10.1016/j.jhtm.2022.03.019)

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Abstract

The purpose of this research was to identify the effects of message framing relevant to the COVID-19 pandemic in enhancing behavioral intentions to engage in international air travel. A survey of 1,300 respondents was conducted using the Posttest Control Group experimental design method. The “loss” message regarding cash-redeemable coupons was most effective in raising intentions to take an international flight and obtaining a favorable assessment of the presented message contents. Covariates including income level, travel purpose, premium card ownership, perceived risk, importance of airline brand, and sanitation were significant in determining the intention to take an international flight. The results of this study can help to establish promotional strategies to foster international travel once the pandemic recedes.

Item Type:	Article
Uncontrolled Keywords:	COVID-19; message frames; risk; travel intentions; crisis
Subjects:	B Philosophy. Psychology. Religion > BF Psychology G Geography. Anthropology. Recreation > GV Recreation Leisure H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Faculty / School / Research Centre / Research Group:	Faculty of Business Faculty of Business > Department of Marketing, Events & Tourism Faculty of Business > Tourism Research Centre
Last Modified:	01 Apr 2024 01:38
URI:	http://gala.gre.ac.uk/id/eprint/36579

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