Effectiveness of message framing in changing COVID-19 vaccination intentions: Moderating role of travel desire.
Tour Manag
; 90: 104468, 2022 Jun.
Article
in English
| MEDLINE | ID: covidwho-1561355
ABSTRACT
This research examines the effectiveness of message framing, message appeal and information content in changing respondents' COVID-19 vaccination intentions through influencing their vaccine risk perceptions. Furthermore, the moderating effect of travel desire on the relationship between vaccine risk perceptions and changing vaccination intentions is examined. In doing so, two rounds of data that were collected from the same respondents. The first survey recorded respondents' vaccination intentions, travel desire and socio demographics. A follow up survey tested cause-and-effect relationships on the proposed relationships using a 2 (message frame gain, loss) x 2 (message appeal rational, emotional) ×2 (information content subjective, objective) between-subjects online experimental design. Findings suggest that loss-framed messages are more effective than gain-framed and emotional-rational messages in reducing risk perceptions and, thus, changing vaccination intentions. Travel desire is found to moderate the effect of vaccine risk perception on vaccination intentions by weakening the negative effect of vaccine risk perception on vaccination intention. Findings show the importance of travel desire along with message framing and message appeal on changing individuals' COVID-19 vaccination intentions in public health communications.
Full text:
Available
Collection:
International databases
Database:
MEDLINE
Type of study:
Cohort study
/
Experimental Studies
/
Observational study
/
Prognostic study
Topics:
Vaccines
Language:
English
Journal:
Tour Manag
Year:
2022
Document Type:
Article
Affiliation country:
J.tourman.2021.104468
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