Author:
Kim Seongseop (Sam),Kim Jungkeun,Choi Youngjoon
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.
Subject
Tourism, Leisure and Hospitality Management,Geography, Planning and Development
Cited by
2 articles.
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