Kim (Sam), Seongseop, Kim, Jungkeun, Choi, Youngjoon, Shin, Jongwon and Morrison, Alastair ORCID: 0000-0002-0754-1083 (2022) Can communication messages influence promotion of international air travel in preparation for the post COVID-19 pandemic era? Journal of Hospitality and Tourism Management (JHTM), 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 contents and framings that airline companies communicate with potential airline passengers during the COVID-19 pandemic to enhance behavioral intentions to engage in international air travel. A survey of 1300 respondents was conducted using the Posttest Control Group experimental design method. Several meaningful findings were generated. Among them, the “loss” message regarding cash-redeemable coupons was most effective in raising intentions to take an international flight and obtaining favorable assessments of the 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 international flights. The results of this study can help with establishing promotional strategies to foster international travel in the post-pandemic era.

Item Type:	Article
Uncontrolled Keywords:	COVID-19; message frames; risk; travel intentions; crisis
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management H Social Sciences > HE Transportation and Communications
Faculty / School / Research Centre / Research Group:	Faculty of Business
Last Modified:	02 May 2024 14:06
URI:	http://gala.gre.ac.uk/id/eprint/46927

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