Airline communication message strategies during crisis
Tourism Review
; 2023.
Article
in English
| Scopus | ID: covidwho-2242185
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. © 2023, Emerald Publishing Limited.
Full text:
Available
Collection:
Databases of international organizations
Database:
Scopus
Language:
English
Journal:
Tourism Review
Year:
2023
Document Type:
Article
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